B&W BACKS KOOL NATURAL WITH $40 MIL: GREY'S LAST CAMPAIGN FOR CIG BRAND SUPPORTS LAUNCH OF NEW PRODUCT

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Grey Advertising's last hurrah on the Kool account comes next month, as Brown & Williamson Tobacco Corp. rolls out Kool Natural with an expected $40 million in ad support.

The New York agency loses Kool to Bates Worldwide Jan. 1.

The print media schedule for the new product line includes Entertainment Weekly, People, Redbook, and USA Today. Outdoor advertising will run in major U.S. cities, including Atlanta, Cleveland, New York and Philadelphia.

NEW PACKAGING

Creative shows the package, which is designed to stand out from the regular Kool; it uses a different look and a smaller version of the waterfall graphic added to the flagship brand earlier this year.

Although bearing the Kool name, the new line is being treated as a full-scale free-standing product, said a spokesman, with a budget commensurate with a new launch. Brown & Williamson wouldn't specify the budget.

Using the same stamp design as in its current "B Kool" campaign, Kool Natural's ad is themed "New Kool Natural. No artificial flavors added to the tobacco. Always a fresh, smooth taste."

Kool Natural is the latest in a line of tobacco products touting their "naturalness," a niche pioneered by comparatively tiny Santa Fe Natural Tobacco Co. But unlike R.J. Reynolds Tobacco Co.'s Winston, which touts its no-additive status, Kool Natural isn't maintaining it's additive-free.

Instead, it's claiming the additives are all-natural.

Just to be certain no mistake is made, trade ads read: "We're not saying that these cigarettes are safer than other cigarettes, but we think that you will enjoy the perfectly balanced taste."

FIRST IN MAINSTREAM

Kool Natural is believed to be the first mainstream menthol brand to go natural; Santa Fe has been marketing a menthol version of its Natural American Spirit brand, and in late June added Natural American Spirit Lights.

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