How Menthol Cigarettes Became Black Americans’ Preferred Smoke
By the 1950s, the tobacco industry had so deftly infiltrated American life that not smoking was pretty weird. In the later part of that decade, industry giants started looking into fostering underdeveloped markets, which kicked off
an extensive, concerted effort to get Black people to use menthol cigarettes. In the early 1960s, Brown & Williamson, a tobacco company that later merged with R.J. Reynolds, held a series of focus groups that discovered Black smokers were more attracted to television advertising than their white counterparts.
So they dumped significant portions of their advertising budgets into TV ads.
“They began to run commercials in the 1960s with Black athletes, particularly Elston Howard of the New York Yankees, Willie Mays, Hank Aaron, all selling these products,” said Gardiner, who wrote
the most comprehensive study on the tobacco industry’s advertising efforts in Black communities. “This is the midst of the civil rights movement going on. I mean, the March on Washington was in 1963. The bombing of the church in Birmingham was in 1963. Here we have, in 1963, Elston Howard selling cigarettes on national television.”