ir ts ▁and ▁sl ender ▁figures , ▁Mr . ▁Hill ▁saw ▁the ▁potential ▁in ▁s elling ▁c igare tt es ▁as ▁an ▁app et ite ▁suppress ant ▁so ▁that ▁women ▁could ▁achieve ▁the ▁de cade ' s ▁envi ably ▁small ▁wa ist lines . ▁ ▁" Re ach ▁for ▁a ▁L ucky " ▁Cre ated ▁by ▁Albert ▁L ask er ▁for ▁Mr . ▁Hill ▁and ▁L ucky ▁St rike , ▁the ▁“ Re ach ▁for ▁a ▁L ucky ” ▁campaign ▁is ▁one ▁of ▁the ▁most ▁successful , ▁al beit ▁controvers ial ▁advert ising ▁campaign s ▁in ▁the ▁history ▁of ▁modern ▁advert ising . ▁In sp ired ▁by ▁other ▁campaign s ▁that ▁offered ▁male ▁consum ers ▁a ▁reason ▁why ▁they ▁should ▁smoke ▁a ▁given ▁brand ▁( i . e . ▁the ▁L ucky ▁St rike ▁“ It ’ s ▁Toast ed ” ▁campaign ), ▁L ask er ▁sought ▁to ▁give ▁the ▁female ▁market ▁a ▁reason ▁to ▁smoke ▁as ▁well . ▁ ▁Bor row ing ▁from ▁the ▁ 1 9 th - century ▁s log an ▁of ▁L yd ia ▁P ink ham ' s ▁Veg et able ▁Comp ound , ▁“ Re ach ▁for ▁a ▁Veg et able ,” ▁that ▁was ▁market ed ▁towards ▁women ▁for ▁the ▁alle viation ▁of ▁men stru al ▁dis com fort , ▁L ask er ▁and ▁L ucky ▁St rike ▁launched ▁the ▁“ Re ach ▁for ▁a ▁L ucky ▁Instead ▁of ▁a ▁S weet ” ▁campaign ▁in ▁ 1 9 2 5 , ▁followed ▁by ▁“ For ▁a ▁Sl