Brown & Williamson Tobacco Introduces New KOOL Packaging And Comprehensive Promotional Campaign
LOUISVILLE, Ky., May 6 /PRNewswire/ -- Brown & Williamson Tobacco
Corporation hosted an Internet news briefing today where it unveiled new,
bold, vibrant packaging for its KOOL flagship brand and information about the
brand's new marketing campaign.
"The new packaging provides our first invitation for competitive smokers
to step into the new house of menthol," said Ludo Cremers, the company's
divisional vice president of marketing during the Internet news briefing.
"Results of our extensive research demonstrate how well we are embracing our
Beginning today, the new KOOL packaging will be available in retail stores
across the country. Fresh, new "We Built The House of Menthol" advertising,
which will begin appearing in magazines and newspapers later this month, and
promotional programs and events, will support KOOL throughout the year.
The KOOL test market conducted in Hawaii earlier this year and
comprehensive consumer research show that the eye-popping new packaging is a
perfect fit with the KOOL brand strategy, Cremers said. Both current KOOL
consumers and competitive menthol smokers rate the new KOOL packaging as "up
to date," "high energy," "high quality," and "for someone like me."
KOOL will continue to be supported by the hip, urban "We Built The House
of Menthol" advertising campaign designed by Bates USA. "KOOL has always been
the cornerstone of the menthol category and 'The House of Menthol' advertising
campaign reinforces KOOL as the menthol leader," Cremers said. "The House of
Menthol campaign puts KOOL back into the consumer's world and has great appeal
among competitive smokers. It uses their language. The campaign provides a
great opportunity toward reestablishing KOOL's menthol leadership and
An aggressive national advertising and merchandising effort, which
includes magazines, newspapers, direct mail, point of sale material, and
retail merchandising fixtures, will consistently support KOOL throughout the
Product research conducted in focus groups shows that KOOL delivers a
balanced, pleasant, smooth menthol taste and sensation that is preferred over
the other leading competitive menthol products. "The product quality is a
clear opportunity," Cremers said. "By driving trial among existing
competitive adult smokers and increasing conversion, we can reach our goal of
making KOOL the fastest growing menthol brand in the country."
To build upon previous success and to promote KOOL among adult smokers,
the KOOL MIXX program, a national competition for up-and-coming DJs, will be
expanded to 16 major cities during 2002. "The KOOL MIXX events, which take
place in adult-only facilities, have been a great fit in generating trial and
building brand awareness for KOOL among adult smokers while providing DJs with
a venue to showcase their talents and abilities," Cremers said. "We are proud
to support this expanding program."
Based in Louisville, Ky., Brown & Williamson Tobacco Corporation is the
nation's third largest manufacturer and marketer of tobacco products. In
addition to its KOOL flagship brand, the company's leading domestic cigarette
brands include Filtered Pall Mall, Misty, Lucky Strike, Capri, Carlton, and