This is what he said. This is what Ludo Cremers said.
After running across the "trendsetting multicultural smoker" line, I wondered what else Ludo Cremers has said.

"Kool understands the vibrant urban world of the trendsetting, multicultural smoker....Kool is the menthol authority. At the same time, Kool keeps it real and remains linked to the latest urban trends."

"Flavored products are a trend in many categories....From beverages to chewing gums, this is a universal trend with broad interest."

"KOOL is truly on the cutting edge of menthol technology....KOOL established the menthol category and continues to reinvent it to give consumers a product that fits the lifestyle of today's urban, multicultural smokers. The new KOOL Smooth Fusions cigarettes are perfectly balanced, yet deliver intriguing refreshment with a taste that bonds with any special occasion....Each style evidences KOOL expertise in menthol and its ability to masterfully craft perfectly balanced, unique and distinct menthol experiences....The Smooth Fusions styles each provide a truly extraordinary and innovative menthol smoking experience demanded by the leading edge lifestyle of today's menthol smoker."

"The new packaging provides our first invitation for competitive smokers to step into the new house of menthol....Results of our extensive research demonstrate how well we are embracing our consumers....KOOL has always been the cornerstone of the menthol category and 'The House of Menthol' advertising campaign reinforces KOOL as the menthol leader....The House of Menthol campaign puts KOOL back into the consumer's world and has great appeal among competitive smokers. It uses their language. The campaign provides a great opportunity toward reestablishing KOOL's menthol leadership and authority."

I'm sorry, but I love Ludo. Ludo is DOWN with menthol. Word!