Kool Cigarettes are very distinctive among menthol cigarettes because this cigarettes delivers an intense menthol smoking experience that is bold and smooth. Kool Cigarettes achieves the perfect balance of a very rich tobacco taste by combining specially blended tobaccos with the fresh flavor that comes from natural menthol. The mixing of this specialty tobacco and menthol is symbolized by the interlocking "O's" in the Kool cigarettes' logo, which are present today in much the same form as on the original packaging when Kools first came out.

Kool Cigarettes' image and brand are demonstrated through dynamic advertising and relevant lifestyle programs, which continue to drive its position as a leading premium brand. Kool Cigarettes celebrate the positively charged energy created by diverse cultures, music and styles, and the Kools brand draws its energy and inspiration from the intensity of vibrant, urban life. Kool captures a sense of boldness, confidence and self-expression combining it into a unique smoking experience.