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In 1929 Lucky Strike marketed to women. 

Lucky Strike sought a motive for the female market to smoke. In doing so, the American Tobacco Co. took on an unlikely competitor: candy. The brand's campaign encouraged women to "Reach for a Lucky instead of a sweet." The National Confectioners Association launched anti-smoking literature in response. The industry rivalries led the FTC to investigate. To fight back, American Tobacco allocated $12.3 million for advertising, an unprecedented amount in 1929, equal to more than $155 million today. Despite great effort, the FTC banned the idea of marketing cigarettes as a weight-loss aid and Lucky Strike amended its campaign to the more innocuous, "Reach for a Lucky instead."

https://youtu.be/VuR_CVcM1tA

http://adage.com/article/cmo-strategy/liodice-ten-big-marketing-risks-paid-brands/143873/