Lucky's Hidden Hills Moment

The sun dipped low, painting the Pacific gold, waves lapping soft against the NoCal coast. Lucky had just finished a cigarette. Justice sat on a worn blanket, her notebook resting nearby, ink fresh from her latest poetic composition. Beside her, Lucky lounged, his postal worker’s hands telling begrudgingly their own story. Days spent sorting mail left his nails edged with ink smudges. Hours gripping the wheel of his mail truck, navigating city streets, added faint stains of grease. Cigarettes and beers—his after-work actions—left traces of ash and nicotine, darkening his finger tips.

Justice’s eyes caught the dirt under his nails, a quiet contrast to the rhythm of the ocean. She reached for her manicure kit, a small gesture of care in the fading light. Her hands moved with purpose, clipping and cleaning, smoothing out the roughness of his daily grind. The beach stretched around them, sand cool, seagulls circling above. Lucky stayed still, letting her work, his usual edge softened by the moment. When she finished, his hands looked cleaner, sharper, like they carried less of the world’s weight. Justice tucked her tools away, the tide kept its pulse, and the two sat in the glow of the sunset, the moment as vivid as her poetry.

The scene was set to be a sex scene in the film Poetic Justice, but the two characters never had sex, which may explain why Lucky never smoked another cigarette after this scene.

The allure of cigarettes often lies in their marketing, but it turns out that charm can fade fast.

In fact, researchers referenced in a Fast Company article confirmed that after laws were passed mandating that tobacco be packaged plainly with huge health warnings, smokers of the plainly labeled cigarettes were more likely to perceive the experience as less satisfying than those smoking the branded kind.

In 2023, a free interactive exhibition in London, titled Email is Dead, served up these gems with a focus on the email industry after Intuit acquired Mailchimp in 2021. The exhibit challenged perceptions, much like plain cigarette packaging stripped away branding’s allure, forced users to face the medium’s raw utility, tempted users desires to send that email you shouldn’t send, and even prompted them to take an “email personality test” to discover what type of emailer they are in real life.

^{The illustration above the entrance to Intuit/Mailchimp and the London Design Museum’s free interactive exhibition, that examined the impact of email in 2023.}

In 1954, Philip Morris rebranded Marlboro from a mild cigarette aimed at women to a symbol of rugged masculinity, launching the Marlboro Man campaign with cowboy imagery and vast American landscapes. This narrative of freedom and strength made Marlboro the top-selling cigarette brand globally by the 1970s, turning smoking into a lifestyle. In contrast, email marketing in the 1990s relied on plain text messages sent through platforms like AOL and Hotmail, which were functional but lacked emotional resonance, resulting in low open rates. By 2000, the adoption of HTML emails allowed brands to incorporate visuals and storytelling, boosting engagement by making emails feel like experiences rather than mere messages.

The principle: a compelling narrative whether Marlboro’s rugged allure or an email’s vivid design—compelling narratives transforms a product’s perceived value, driving consumer connection.

Starting in 1913, RJ Reynolds’ Camel brand used exotic imagery, like Turkish tobacco blends and its iconic camel mascot, in print and radio ads to craft an aura of sophistication and rebellion. This made Camel a cultural staple, with smokers feeling a sense of status through the brand’s mystique, sustaining loyalty for decades. Similarly, by 2010, email marketing evolved with platforms like Mailchimp and Constant Contact introducing segmentation and dynamic content. Personalized emails, with tailored subject lines and offers based on user data, increased open rates by up to 26% by 2015. This shift made emails feel like personal conversations rather than generic broadcasts.

The principle: personalization whether Camel’s unique appeal or a customized email—personalization makes consumers feel valued, fostering emotional bonds that drive loyalty.

In 2012, Australia’s plain packaging law forced brands like Marlboro and Camel to replace logos with stark health warnings covering 75% of cigarette packs, stripping away their branded allure. This led to 68.8% of plain pack smokers considering quitting within six months, compared to 57.1% of branded pack users, as the product’s raw reality overshadowed its glamour. In email marketing, the introduction of DMARC authentication in 2012 ensured emails came from verified senders, prioritizing trust but risking sterile communication. By 2015, marketers countered with interactive AMP emails, blending authenticity with engaging designs to maintain user interest while meeting security standards.

The principle: authenticity whether plain cigarette packs or verified emails—authenticity builds trust, but strategic branding, like emotional ads or dynamic email content, sustains desire, ensuring loyalty through a balance of credibility and allure.

Justice cleaning Lucky’s nails mirrors stripping away branding to reveal a product’s core, whether it’s a cigarette or an email. Marlboro’s cowboy imagery and Camel’s exotic mystique show how storytelling can make a flawed product irresistible, while email’s shift from plain text to personalized, interactive campaigns proves branding turns utility into connection. The 2023 Email is Dead exhibition, following Mailchimp’s 2021 acquisition by Intuit, challenged us to reimagine email’s potential when stripped bare and rebuilt with intent. Whether it’s a manicured hand or a thoughtfully crafted subject line, branding shapes how we feel, act, and stay loyal—turning the ordinary into the unforgettable.