Finding the Kool Mixx: how Brown & Williamson used music marketing to sell cigarettes. Issue 5 (22nd September 2006)

• Record Type: Journal Article
• Authors: Hafez, Navid; Ling, Pamela M
• Is Part Of: Tobacco control. Volume 15:Issue 5(2006)
• Page Start: 359
• Page End: 366
• Publication Date: 2006-09-22
• Subjects: B&W, Brown & Williamson -- KMDP, Kool Market Development Program -- MSA, Master Settlement Agreement -- NAATPN, National African American Tobacco Prevention Network; tobacco -- advertising -- music -- young adult -- corporate documents; Tobacco use -- Prevention -- Periodicals; Tobacco use -- Periodicals; Smoking -- Law and legislation -- Periodicals; Smoking -- prevention & control -- Periodicals; Tobacco Use Disorder -- prevention & control -- Periodicals; Tobacco -- Periodicals; Electronic journals; 613.85
• DOI: 10.1136/tc.2005.014258
• Languages: English
• ISSNs: 0964-4563

Abstract

Abstract : Objective: To describe the history of Kool's music-themed promotions and analyse the role that music played in the promotion of the brand. Methods: Analysis of previously secret tobacco industry documents, legal documents, and promotional materials. Results: Brown & Williamson started Kool sponsorship of musical events in 1975 with Kool Jazz concerts. Music was considered to be an effective marketing tool because: (1) music helped consumers make emotional connections with the brand; (2) music concerts were effective for targeted marketing; (3) music tied together an integrated marketing campaign; and (4) music had potential to appeal widely to a young audience. Brown & Williamson's first music campaigns successfully targeted young African-American male audiences. Subsequent campaigns were less effective, exploring different types of music to achieve a broader young adult appeal. Conclusions: This case study suggests Brown & Williamson used music most successfully for targeted marketing, but they failed to develop a wider audience using music because their attempts lacked consistency with the Kool brand's established identity. The 2004 "Kool Mixx" campaign both returned to Brown & Williamson's historic practice targeting young African-American males, and also exploited a musical genre with much more potential to bring Kool more universal appeal, as hip-hop music is increasingly popular among diverse audiences. Tobacco control efforts led by African-American community activists to oppose these marketing strategies should continue; expanding these coalitions to include the hip-hop community may further increase their effectiveness.