Page Two Gets Results

PAGE TWO GETS RESULTS

A WHILE BACK, long before anyone else seemed to notice, Page Two pointed out that Brown & Williamson's "Kool Mixx" ad campaign (which featured cartoons of DJs, rappers and hiphop dancers on the covers of special-edition cigarette packs—as well as text written in, um, "urban lingo") seemed to be unduly aimed at potential new young smokers in the black community. We believe we used the term "cheap pandering."

We weren't alone in thinking this.

Last month, state attorney general Elliot Spitzer, arguing that the ad campaign illegally targeted children, convinced the state Supreme Court to order B&W to not only yank the Kool Mixx website, but also recall any remaining special-edition packages of the cigarettes, as well as any other related promo materials.

(For the record, the recall came a little late—those packs were only on the market for a few weeks.)

Late last week, New York was joined by Maryland in a $5 million suit against the tobacco company. Other states may join as well. B&W's in some hot water.

To be honest, we here at Page Two don't know how to feel about this. Pride, at seeing actual results after we pointed out a clear social ill? Or shame, for bringing the Man down on the company that produces our brand of choice? We guess it all depends on how big our cut of that $5 million turns out to be.