In the first episode of Mad Men, we’re introduced to Don Draper and his advertising team as they tackle a tough challenge for their cigarette client, Lucky Strike. Reader’s Digest has recently published an article warning about the dangers of smoking, and the ad team must find a way to make Lucky Strike stand out in a now scrutinized market. Draper’s solution is simple but effective: he suggests they emphasize that Lucky Strike cigarettes are “toasted,” a term that subtly implies quality and care in production. The twist? Every cigarette brand uses the same process—but no one else has claimed it in their messaging. By being the first to spotlight this common quality, Lucky Strike gains an edge in the consumer’s mind.
This approach echoes Claude Hopkins’ famous campaign for Schlitz beer. At the time, all brewers followed a similar process to ensure purity and quality, but none highlighted it in their advertising. Hopkins recognized the opportunity and crafted a campaign that described Schlitz’s filtration process, showcasing it as a unique commitment to purity. By the time competitors tried to replicate the message, Schlitz had already secured its place as the “pure” beer in consumers’ minds.
Both Mad Men and Claude Hopkins demonstrate the power of the “first claim in advertising” —sometimes, being the first to say something ordinary can make it extraordinary.