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Kool became cool and, by the early 1970s, had a 56% share among younger adult Blacksit was the Black Marlboro.42 Without referencing Dr King or black pride specifically, B&W stated in a 1966 marketing analysis company presentation that the brands perform very well in ethnic markets because for some time we have been tailoring our advertising to fit local markets.43 Further, in a 1969 marketing report, B&W stated that Kool continues to direct advertising towards specific ethnic groups with special emphasis on the Negro market.44 In 1979, B&W explicitly planned to (e)nhance the social acceptance of the entire KOOL line through all creative efforts so that the product is equally acceptable to White smokers-as to Black smokers