Kools “Cold” Ad

This old KOOLS ad is wild. It basically says: “Got a sore throat? Smoke more!” Ethically questionable, yes, but the marketing move is clever. It takes a negative (being sick) and flips it into a buying trigger.

Marketing Analysis

KOOLS positioned their cigarettes as a solution to an everyday problem—throat irritation. The ad reframes pain relief from medication to menthol, using the same logic health brands use today.

Why It Works

• Solves a problem people already feel
• Uses clear benefit-driven copy (“leaves your throat feeling clearer”)
• Strong call to action tied to a relatable moment (having a cold)
• Emotional relief + physical benefit = persuasive combo

Examples

• NyQuil markets sleepiness as “restorative relief”
• Listerine turned “bad breath” into a medical condition to sell more
• Kleenex first sold for makeup removal, then pivoted to “cure” colds
• Airborne positioned vitamins as a travel defense system