Brown & Williamson Tobacco is trying hard to breathe new life into its flagship Kool and Lucky Strike cigarette brands by attracting more smokers between the ages of 21 and 30. The nations No. 3 cigarette maker is launching a new, musicthemed marketing campaign for Kool that is intended to appeal to younger adult smokers who tend to be the most loyal and the least sensitive to rising prices for smokes. The campaign boasts: We built the house of menthol. If youre over 30, that probably doesnt mean much. But it is an allusion to house music, a popular kind of dance music. The slogan also is a nod to Kools long history. Launched in 1933, Kool was one of the first menthol cigarettes sold in the US. A series of new magazine ads for the brand, designed by Cordiant Communications Groups Bates Worldwide unit, are debuting now. Designed to evoke the posters used to promote bands on the streets of urban neighborhoods, they are appearing in magazines such as GQ, Playboy, Cosmopolitan, Ebony, People en Espanol, Spin and Rolling Stone.

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