To: Kool Cigarettes
From: Andrew Salameh
Date: November 1st, 2013
Subject: Cigarette Targeting to Minors
Dear, whom ever it may concern,
I have been researching past advertising for KOOL cigarettes, and I have come to the
conclusion that a large amount of the product’s advertising and packaging may
be interpreted as targeting minors. Certain changes should be made to avoid any
further problems such as this.
Kool Advertisement:
I feel that these ads are set to target young women who are
interested in the club scene, however may be old enough. In order to better
suit these ads to the target, the advertiser must show pictures of models that
are older. The use of older models will protect the company from accusations
that they are advertising to minors; it will also help the brand associate
itself better with the intended target.
Kool Pruduct shots:
Another issue that KOOL
cigarettes faces is that their packaging also seems that it is to be target
a much younger audience than intended. It is obvious that KOOL cigarettes is meant to be targeted to a younger demographic,
however some may argue that they are focusing on tweens and teens with this
type of packaging. I personally agree. Some of the characters that are shown
dancing on the pack appear to be very young and consumers should not be
guessing whether or not people on the packaging are minors. The use of the DJ
is trying to further portray the product as “cool”, but these kinds of products
should never be endorsed in such a manor. I suggest that KOOL cigarettes change their name to something that does not
strongly resonate with minors as something that is positive, because in the end
smoking kills. If smoking rate does not start to decrease then over 6,000,000
children under the age of 18 will end up dying because of smoking. We need to
stand up and make a difference today so that we can have strong and healthy
youth to stand up for us.
Sincerely,
Andrew Salameh
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