Reaching Youth, 1950s–1990s

Tobacco companies had long recognized the importance of the youth market in enlisting new smokers. In 1932, Brown & Williamson Tobacco Company launched the mentholated cigarette brand Kool. The original Kool penguin evolved into Willie the Penguin, a spokescharacter developed by Ted Bates advertising agency. Appealing to a juvenile audience, the character appeared in comic strip form advertisements in newspaper funny pages that often included offers for premiums such as these two pins. Willie and his lady friend, Millie, were eventually featured characters in a comic book published by Brown & Williamson.

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