KOOL is a brand of cigarettes that has marketed itself towards the "sophisticated man". As a menthol flavored cigarette, the rough taste of tobacco is dulled as the menthol numbs the mouth, allowing for a smoother inhalation.
Kool cigarette advertising began with the character of "Willie" the penguin who was portrayed as several different professions, among which are a doctor and a soldier. In the late 1950s the image of the cartoon penguin was no longer used, and Kool instead began marketing their cigarettes by linking the cool taste of menthol to cool outdoor scenes portraying water or snow. In the newest Kool ads, the teen population is the focus and male/female encounters and musical and automotive references are prominent.
The major competitor of KOOL is known to be Newport. Market statistics suggest that KOOL is less popular than Newport, which is in the top three favored American brands. KOOL proclaims itself to be the "House of Menthol".