“Taste too hot to handle?”

These ads for Kool menthol cigarettes date from 1969-73. They all featured mountains, waterfalls and forests whist questioning smokers if their current choice was too dry, flat, hot or dull.

“Measurably long…immeasurably cool.”

“Never hot. Never dry. Always cool.”

“Never a rough puff.”

These ads had a semitransparent packet.

“Dry is no way to smoke.”

“Enjoy a cooler kind of mild.”

“Hot taste a drag? Cool it.”

There was a small selection of ads with actual smokers which contained the same enquiries about hot, dragging or flat taste.