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 consumers." 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 authority." 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 marketplace. 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 Viceroy.

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