In thousands of certified interviews with Kool smokers, we asked this simple question: 'Do Kools leave your throat feeling clearer make your mouth feel cooler?' 83.2% said Yes, an overwhelming majority.
This ad uses a comic-like approach to advertise the “benefits” of mentholated Kools. The ad pictures a clergyman beginning the vows, and the young man unable to repeat them due to his “Smoker’s Hack.” His young bride glares angrily at him for ruining her wedding day. A cute little penguin offers an enormous pack of cools, and tells you to “switch from ‘hots’ to Kools” for “your throat’s sake.” The illustrated effect appeals to younger audiences. The ad also features pseudoscience – recorded percentages of people responding to survey questions regarding the throat benefits of Kools. By using very exact numbers (83.2%), Kools succeeds in making the data appear more meaningful.
Cool, Domesticity, Female, Marriage, Mild
