Table 2 Health-Related Messages in Slogans in Early Advertisements of Two Brands of Menthol Cigarettes, 1920–1954: Spuds and Kool [9]
From: Marketing of menthol cigarettes and consumer perceptions
Cigarette Brand | Slogans |
|---|---|
Spuds | “When your throat is irritated, change to Spuds.” “Nose or throat congested? It’s time to change to Spuds.” “Throat sore? Time to give it a rest.” “Smoke like a chimney? Who cares! Your mouth will taste clean as a whistle.” |
Kool | “Doctors…agree that Kools are soothing to your throat.” “For your throat’s sake—switch from ‘hots’ to Kools.” “Your throat will like the change. The mild menthol is definitely refreshing.” “Those holiday throats need a carton of Kools.” “Keep a clear head with Kools. All the signs seem to point to a tough winter: cold, ice, chills and sniffles. Why not play it safe and smoke Kools?” “Has a stuffed-up head killed your taste for smoking? Light a Kool. The mild menthol gives a cooling, soothing sensation…leaves your nose and throat feeling clean and clear.” “There is just enough menthol in Kools to soothe your throat and refresh your mouth no matter how hot the weather gets—no matter how hard and how long you smoke.” |