Kool (cigarette) - Marketing

Marketing

Kool cigarette advertising began with the character of "Willie" the penguin who was portrayed as several different professions, among which were a doctor, a soldier and a chef. In the early 1960s, the image of the cartoon penguin was no longer used, and Kool instead began marketing their cigarettes by linking the cool taste of menthol to cool outdoor scenes portraying water or snow. In the newest Kool ads, male/female encounters and sports references are prominent. Former Kool Models include Steve Tyler.