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(2019, April)

The advertising firm Cunningham & Walsh compiled a report for B&W in 1980 in which they observed that Kool's (r)emedial specialty brand image in the early 1950s benefits (the b)rand as smokers perceive menthol as less harmful.32 In a 1960s brand evaluation, B&W noted that (e)mphasis on the throat, with its important health implications, has been an important part of Kool advertising since 1960.33 According to a 30 May 1973 Lorillard meeting agenda to discuss Kent Menthol 100s, the objective of a menthol line extension of Lorillard's low tar Kent brand was to convince smokers of competitive menthols (as well as smokers contemplating entering the category) that Kent menthol is the menthol that offers refreshing menthol smoking satisfaction and health reassurance.34 B&W declared that KOOL must move into the health reassurance segment so that 45% of KOOL business will be in the perceived product safety arena by 1982.35 Other messages in menthol cigarette advertising The 1950s marked the beginning of significant public awareness in the US of the health hazards of smoking.36 With the introduction of RJR's Salem brand in 1956, the ostensible health benefit of menthol was overtaken by the taste benefit of menthol, and menthol as a cigarette style moved from the occasional into the regular use arena.37 The importance of this shift was neatly explained in a 1982 B&W market presentation: Salem created a whole new meaning for menthol