Brown & Williamson Tobacco Corp. has sent a 500,000-piece postcard mailing for Kool, its menthol cigarette brand, in an effort to build market share.
The mailing, which went out in April, was expected to be supported by a equivalent follow-up drop in May.
The second mailing was set to include an offer for a free pack of Kools, according to Brown & Williamson spokesman Mark Smith.
The names for the mailing were pulled from an in-house prospecting database of menthol smokers for whom Kool is not their primary brand, Smith said. Brown & Williamson did not use any outside names.
Smith didn’t rule out the possibility of expanding the scope of the mail program in the future, although he declined to offer any concrete plans.
Louisville, KY-based Brown & Williamson is heavily promoting a recent redesign of the Kool packaging. It hopes that by increasing conversion among competitive adult smokers, it can “reach our goal of making Kool the fastest growing menthol brand in the country,” in the words of Lou Cremers, divisional vice president of marketing for Brown & Williamson.
The postcards are part of an advertising and promotion campaign centered around the theme “We Built the House of Menthol.” The campaign will include magazine and newspaper ads, point of sale promotions and event sponsorships.
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