Kool Cigarettes - intensive, but yet delicate
KOOL is a brand of cigarettes that has been predestinated towards the "sophisticated man". It is a menthol flavored cigarette; the rough taste of tobacco is dulled as the menthol numbs the mouth, allowing for a smoother inhalation and better comprehension of the taste. Kool is absolutely different from other menthol cigarettes because it delivers a strong menthol smoking experience that is intensive, but yet delicate. Kool uses the perfect balance of rich tobacco taste by mixing peculiarly blended tobaccos with the fresh flavor that originates from 100-percent natural menthol. The fusion of tobacco and menthol is conveyed by the interlocking "Os" in the Kool logo, which is still present today in much the same form as on the original packaging.
Kool cigarette promotion began with the protoganist "Willie" the penguin that was shown as several different professions, among which are a doctor and a soldier. In the late 1950s the image of the cartoon penguin was no longer required, and Kool instead began offering the cigarettes by creating associations of the cool taste of menthol to cool outdoor scenes near water or snow. In the latest Kool ads, the younger generation is in the focus and male/female meetings and musical and automotive references are of great importance.
Newport brand is the main rival of KOOL cigarettes. Market analysis proves that KOOL is less popular than Newport, but despite this calls itself as the "House of Menthol".