"For decades, data have shown that the tobacco industry has successfully and intentionally marketed mentholated cigarettes to African Americans and particularly African American women as 'replacement smokers,' " the NAACP said in a statement.
The origins of the word cool stemmed directly from the jazz culture of the 1950s and 1960s. During this time the term cool went from a definition of cold to an urban definition of being: "The Birth of Cool". The Kool brand capitalized on this new culture of "coolness" in African-American culture that evolved from the Davis' jazz movement. They drew upon the idea of "coolness" to define their brand, Kool. It was then associated with a positive, glamorous self-image which embodied the idea of cool found in jazz. Kool's first tagline was: "To be cool you smoke Kool". They later infused the idea of being cool with the line "Smoking a Kool? Like riding a Rolls Royce".