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Check Out Line: Not so cool for Kool

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kool.jpgCheck out how it’s no longer cool to be Kool.

Reynolds American has given the Kool brand a demotion, moving it to what it calls a “support” brand – meaning it will actually get less support.

Before Tuesday, Kool had been a “growth” brand, which meant that, along with Camel and Pall Mall, it was one of the brands where Reynolds focused most of its marketing efforts.

Kool also had been Reynolds’ leading brand in the menthol cigarette market, a market that has been growing while the rest of the U.S. cigarette market shrinks.

Now Reynolds wants is leading brand, Camel, to be its leading menthol brand, too. So Kool gets kut.

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