[6] The iconic green and white pack, virtually unchanged for some seventy years, was overhauled, and the original unfiltered Kool cigarette was discontinued.

[10][11] In the early 1950s, the company placed a number of decal signs at entrance doors reading "Come in... it's Kool inside", indicating that the space was air-conditioned.

[12][13] In the early 1960s, the image of the cartoon penguin was no longer used, and Kool instead began marketing their cigarettes by linking the taste of menthol to outdoor scenes portraying water or snow.

[14] Elaine Devry and John Clarke (actor) featured in Kool's advertisement at this time, as the female smoker whose day was improved by a passer-by who changed her car's flat tire.

This was decades before whistleblower Jeffrey Wigand exposed Brown and Williamson's deliberate lacing of their tobacco with harmful substances.

In 2002, after the Tobacco Master Settlement Agreement passed, Kool cigarettes could not be displayed on the cars for the IRL's Indianapolis 500, and the logo was replaced with 7-Eleven.