Flavored Kool Cigarettes Draw Criticism

LOUISVILLE, Ky. ? Brown & Williamson Tobacco's new flavored versions of Kool cigarettes called Caribbean Chill, Midnight Berry, Mocha Taboo and Mintrigue, are likely to draw attention not just for their high-design packages, but for their sugary names that some argue cater toward teenagers, reported the New York Times.

"Flavored products are a trend in many categories," said Ludo Cremers, divisional vice president for brand marketing at Brown & Williamson, based here. "From beverages to chewing gums, this is a universal trend with broad interest."

As much as the new Kools may bolster the company's bottom line, their names seem certain to raise the voltage in the already charged debate on cigarette marketing and teenagers, reported the Times.

"The flavored cigarettes are clearly designed to appeal to nonsmokers," said Matthew L. Myers, president of the Campaign for Tobacco-Free Kids, who argued flavors mask the taste of tobacco. "Virtually all new smokers are adolescent."

Executives at Brown & Williamson say they promote their cigarettes only to adults and intend the new Kools to lure current smokers from other menthol brands, not generate new smokers, according to the Times.

"We only test our products among adult smokers," said Theresa Burch, senior manager for youth smoking prevention, for the tobacco company. "This is a cigarette that's designed to take the place of their standard smoke."

Brown & Williamson's move traces the steps of a competitor, R. J. Reynolds Tobacco, which since 1999 has been selling exotic blends of Camels that add unusual notes of flavor to the traditional tobacco blend: Crema, which hints at the taste of cream; Dark Mint, a chocolate and mint flavor; Izmir Stinger, inspired by cocktails that mix brandy and crème de menthe; and two citrus blends, Mandarin Mint and Twist. Reynolds complements the flavors with limited-edition versions, like the berry-tinged Bayou Blast available nationwide as a tie-in with Mardi Gras.

The companies may not be competitors for long: R. J. Reynolds Tobacco Holdings is on schedule to buy Brown & Williamson, the United States unit of British American Tobacco, this summer.

To prevent advertising the new Kool Caribbean Chill and the other Smooth Fusions to teenagers who cannot legally smoke, Brown & Williamson relies on marketing channels where children are scarce: 21-and-over bars and clubs, magazines like Playboy and Vanity Fair whose readership is at least 85 percent adult and direct mail to smokers whose ages have been established by the company.

The new Kools and the Camel Exotic Blends cost more than regular cigarettes, which some argue will help keep them out of young hands. Kool Smooth Fusions will sell for about 65 cents to $1 more than packs of the original flavor. They are a limited-edition offering, available only from March through about October. The limited-edition label could disappear, though, if sales prove strong enough, the Times reported.