The National African American Tobacco Prevention Network has denounced a plan by KOOL brand cigarettes to escalate its targeting of black youth and urban hip-hop culture by sponsoring a nationwide Hip-Hop DJ Competition, and creating a special cigarette package to market that event which by design appeals to youth.
The NAATPN is outraged at KOOL’s new development of thematic cigarette packs colorfully depicting various images of hip-hop culture as well as the development of a line of new cigarette flavors, such as ‘Caribbean Chill” and ‘Midnight Berry’.
“This is a slick scheme by KOOL to exploit black culture and music to market deadly tobacco products which are known to kill,” said Sherri Watson-Hyde, NAATPN Executive Director. “We will resist this sinister marketing effort by KOOL to target black youth and the hip hop culture. We will pursue every means necessary to educate and mobilize the black community and all people of conscience to stop this effort.”
According to the March 17 statement released by Brown & Williamson Tobacco, the manufacturer of KOOL’s and other brands, “KOOL understands the vibrant world of the trendsetting, multicultural smoker.” The release goes on to say, “… elements supporting KOOL Mixx 2004 (the name of the DJ competition) maximize consumer impact by combining a variety of retail and interactive communications.” In addition to these marketing ploys, KOOL will have major name hip hop artists perform at these events and a well known urban lifestyle magazine promoting this event and products through full page ads and inserts.