É proibido fumar? Reflexões sobre o modelo de personalidade de marca e a teoria dos arquétipos por trás dos cigarros "Lucky Strike"

Abstract

This study addresses the existing gap regarding symbolic marketing strategies in highly regulated industries, where traditional advertising channels are restricted. In response to the provocation “Is Smoking Not Allowed?”, the aim is to examine how the Lucky Strike brand, owned by BAT Brazil, builds its identity using marketing archetypes and brand personality, despite the limitations imposed by legislation. Given Brazil’s strict tobacco advertising laws, the brand turns to symbolic and visual strategies – particularly through packaging design – to communicate with consumers. A qualitative methodology was used to analyze two product variations – Luck Strike Red ULP Patterson and Lucky Strike Fresh Wild – focusing on visual aesthetics (colors, typography, symbolism), pricing, and historical context. Findings show that the brand’s core narrative is built around the Outlaw archetype, associated with rebellion, freedom, and authenticity, developed over time through iconic advertising campaigns. Additionally, each variation embodies complementary archetypes: Red ULP Patterson reflects the Everyman, evoking tradition, accessibility, and trust; in contrast, Fresh Wild draws on the Explorer, appealing to young adults seeking novelty and sensory experiences, while still echoing the Outlaw essence. Despite changes in aesthetics and positioning, the brand maintains symbolic consistency, reinforcing its identity through design, visual language, and product naming. The study concludes that Lucky Strike adapts its communication to legal restrictions through indirect strategies grounded in symbolic branding. It contributes to the understanding of marketing in restricted markets and offers insights for brands facing similar challenges. However, it also emphasizes the need to consider the ethical and social implications of brand identity strategies for harmful products, particularly their influence on public perception. Keywords: Branding; Marketing Archetypes; Brand Personality; Cigarettes; Lucky Strike.