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Kool Sailboat – 1971 Marketing Genius

I think you will agree that you cannot often step back in time and share a bit of your childhood that your adult children think is a riot. We had that same experience a couple of summers ago with a relic from the 1970s. I hope you will enjoy a bit of this shared experience.

Kool Sailboat – Sailing Back in Time with Kool Marketing

My dad was clearing out the garage when he asked if I would take the sailboats that he and mom were storing in their garage. To tell the truth, I almost forgot he had both of these boats acquired in the early 1970s and ’80s. One was a large Sea Chaser and one was a little Kool Sea Snark from the Kool cigarette campaign that ran in the early 1970s. I readily agreed and proceeded to find a way to store yet another addition to our growing fleet.

KOOL Cigarette Marketing History

In 1971 KOOL Cigarettes ran a unique marketing campaign. Magazines around the country ran an ad that if you sent in $88 and one box end from a carton of  Kool cigarettes that this fully functional sailboat would be shipped to your door. My dad and mom both smoked then (Jeez, who didn’t), but they did not smoke KOOLs. However, dad managed to snag an empty carton from the drug store he owned. Snark industries supposedly produced a fleet of over 18,000 of these little sailboats as part of their Kool cigarette marketing campaign.

A Stout Little Styrofoam Sailboat

The boat arrived a few weeks later in a large box. Dad propped the boat on a set of saw horses, and we proceeded to sand and fiberglass the hull. The Styrofoam had these little round edges all over the hull, and it was my job to sand and smooth the entire hull. As a 9-year-old, I thought the chore would never end. But I was excited about the prospect of sailing this little boat.

The snark has a total length of about 11 feet with a beam of just over 3 feet. Officially the draft is listed as an incredibly small 2/10ths of afoot. It practically sits on top of the water. There is a small daggerboard and Lateen rig with 45 square feet of sail. With a sense of humor, they placed the boat’s name on the bow named “This Side Up”.

The 1971 KOOL boat also came with a 16-page booklet on how to sail. To many families, including ours, that was our first introduction to sailing. As a kid, I flipped through the pages and tried to envision my time on the water.

Still Kool After 40 Years of Storage

The Kool sailboat hull and the sail have been stored for over 43 years. The original sail is still in great shape as well as the hull. Weighing in at about 50 lbs. one person can take it down to the beach. Two people can sail around in it. With a bit of wind and a full downwind run, there is usually water bubbling up from the daggerboard slot. Upwind, it doesn’t point up worth a damn. It’s more of a toy than a true sailboat, but it does force you to learn the basics of sailing and it will never sink.

We had a lot of fun with it and still take it down to the beach occasionally. It’s our go-to choice when trying to teach kids and adults how to sail.

Kool Marketing

Co-branding with the Snark sailboat gave rise to the success of the boat and the brands that it partnered with. In 1970, the New York Times reported that Snark outsold all other sailboats. In 1971 the KOOL mail-order campaign started and resulted in over 48,000 little boats being produced. Two years later that number swelled to over 200,000. The Snark was also used to co-brand with Coca-Cola, Budweiser Beer, and Vicks.

The 1971 KOOL’s ad and mail-order campaign resulted in over 18,000 orders. The campaign was repeated in 1972, and again in 1975. The KOOL ads received a POPI award (Point of Purchase Institute), as being the most creative and inventive ad of 1971.

All the Snark boats are a lot of fun and they have introduced 1,000s of families to the Joy of Sailing. (And spending your money). I think that next to a Sunfish they are a great learning tool and fun addition to any beach house. There’s another sailor/writer out in California who also did a post about these daysailers. Her assertion is that the Snark was a natural precursor to today’s carbon fiber racers. Read what Renegadesailing says about KOOL sailboats.

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Michael Hardy

Michael Hardy is the owner of Thumbwind Publications LLC. Michael was born in Michigan and grew up near Caseville. In 2009 he started this fun-loving site covering Michigan's Upper Thumb. Since then, he has authored a vast range of content and established a loyal base of 60,000 visitors per month.

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8 thoughts on “ kool sailboat – 1971 marketing genius ”.

My brother-in-law has a Snark but no Kool sail. Too slow for my tastes but probably a good kids learning boat. Tippy-er than an Opti though.

Had fun in one of these one summer in Minnesota. Now an avid fan of the UP. I vacation in St Ignace every July. I would love to have one of those boats. Do you know of one for sale??

I just found my mom’s brothers Kool sailboat in storage. I haven’t inspected it yet but I’d like to get rid of it.

Where are you located?

Yes you may put our post on your site. Give us a link so we can cross post of Facebook

Unfortunately I do not have original scans of the Kool ads. Maybe checking out antique shops with magazines of that time would have them.

Miles…I ran across the following issue that you may be interested in. p 73 https://books.google.com/books?id=ClcEAAAAMBAJ&printsec=frontcover&rview=1&lr=#v=onepage&q&f=false

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KOOL Sea Snark

• Thread starter PotomacDaysailer
• Start date Oct 29, 2018
• Forums for All Owners
• Ask All Sailors

PotomacDaysailer

I was just reminiscing with some co-workers and told them about my first boat, a KOOL cigarettes Sea Snark from the early 70s - you could send in $88 and the box top from a carton of Kools and get this styrofoam boat delivered 6 to 8 weeks later. My dad smoked Chesterfields but heroically switched to Kools for a couple of weeks while I mowed lawns and saved my allowance for the $88. The daggerboard was too short so I made a new one. I had it for a couple of years. It met its end on top of a car when the wind got under it and snapped it in half. Anybody else have one of these?  

Captain Ron 18

I actually do. My dad bought it years ago and we used it at our summer cottage on the Potomac River. Recently I had to clean out their properties after they passed, and guess what I found? And all parts and totally intact. Don't really need it now with the big boat but maybe grandkids...? Or a serious offer...  

justsomeguy

Jerry Clark H356 SV Persi

My Dad won one at a local Shell gas station. I was about 13 or 14 years old. Learned to sail from a book. That would have been about 1960 or close. Nobody much sailed in Tennessee then. Sailed it on a small local lake and used it like a canoe. I moved back to Clarksville in 1973 and still had it at my mother’s house. Used it during a flood and afterwards, it fell over and broke in two. Was a fun boat with a yellow plastic sail.  

A good friend had one that he used to accompany our little group on canoe/kayak tours in local bayous and rivers.. He had a good double paddle and the boat did well.  

PotomacDaysailer said: I was just reminiscing with some co-workers and told them about my first boat, a KOOL cigarettes Sea Snark from the early 70s - you could send in $88 and the box top from a carton of Kools and get this styrofoam boat delivered 6 to 8 weeks later. My dad smoked Chesterfields but heroically switched to Kools for a couple of weeks while I mowed lawns and saved my allowance for the $88. The daggerboard was too short so I made a new one. I had it for a couple of years. It met its end on top of a car when the wind got under it and snapped it in half. Anybody else have one of these? Click to expand

Pirate Dave

I remember the Kool ones and you could find them at every tag sale. That's where I bought mine. I don't remember the Bud ones though. Jackdaw must have grown up in a very different neighborhood then me !!!!  

Pirate Dave said: I remember the Kool ones and you could find them at every tag sale. That's where I bought mine. I don't remember the Bud ones though. Jackdaw must have grown up in a very different neighborhood then me !!!! Click to expand

justsomeguy said: My dad smoked Tareytons... View attachment 157932 Click to expand

Jackdaw said: This was just about the time my parents bought into our friends Ericsson 29, so the little boat would have held no appeal for me. I was entranced by the 29, it seemed so huge. If I had asked my dad would have drank the Bud, but being in the UP of Michigan he was a Bosch man. But no way he would have smoked Kools. For him it was Luckies all the way. L.S. / M.F.T. Click to expand

agprice22 said: I’d rather fight than switch... I remember. I never smoked. Never saw the point. Click to expand

I had a Snark for a while. Not a great boat but worth every penny of that $88. It sat in my ex's back yard for many years. A friend of mine has it now and his son likes to sail it.  

It's the boat I learned to sail in, though not the cigarette advertising version. I'd love to have another one.  

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Snark Sailboats

Snark Boats

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The Best Stories, Sites and Fun From Around the Great Lakes State.

A KOOL Cigarette Sailboat Was A Genius Marketing Plan

In 1971 Kool Cigarettes ran a unique marketing campaign. It was seen in magazines around the country with an ad that included sending in $88 and one box end from a carton of Kool cigarettes. Then in a few weeks, a fully functional KOOL cigarette sailboat would be shipped to your door.

Kool Marketing with a Sailboat

My dad and mom both smoked at that time (Who didn’t), but they did not smoke Kool’s. However, dad managed to snag an empty carton from the drug store he owned.

A 1971 Beach Toy Comes Back to Life

The hull and sail of this boat have been carefully preserved in a garage for an extended period of over 43 years. Despite this considerable length of time, both elements remain in excellent condition. The original sail, although used, maintains its initial quality and functionality. The hull, likewise, is in a similarly impressive state, showing no signs of deterioration. The boat was constructed with a homemade fiberglass material, contributing to its lightweight nature. It weighs approximately 50 lbs, a testament to the craftsmanship and the careful choice of materials used in its construction. This light weight makes it manageable for a single person to transport it down to the beach, without requiring any additional help. Despite its small size, the Kool Cigarette sailboat can accommodate two people comfortably for a sailing session. It’s not uncommon to witness water bubbling up from the daggerboard slot, a charming characteristic of this little vessel. This occurrence does not affect the seaworthiness of the boat, instead adding to the overall sailing experience. It’s important to note that this boat is more of a toy than a serious sailing vessel. Its design and functionality are quite basic, lacking the advanced features found in professional sailboats. However, this simplicity is what makes it an excellent tool for beginners to learn the fundamentals of sailing. It provides a hands-on experience that helps one understand the basics of navigation, wind direction, and sail control. Despite its toy-like nature, the boat possesses one remarkable quality – it will never sink. This quality, combined with its easy manageability and instructional value, makes it a perfect choice for those looking to dip their toes into the world of sailing. It provides a risk-free environment for individuals to familiarize themselves with the water and the art of sailing, making it an invaluable tool for beginners.

Kool Success

In 1971, the production and shipment of Snark sailboats skyrocketed to over 48,000. This significant increase was primarily driven by the Kool cigarette mail-order campaign. This marketing strategy turned out to be a major success, so much so that it is now considered one of Kool’s most memorable advertisements. The Kool cigarette campaign was a promotional offer that allowed customers to order Snark sailboats via mail. This innovative approach not only boosted the sales of Snark sailboats but also significantly enhanced the visibility and popularity of the Kool cigarette brand. The promotional offer was such a hit that it was reintroduced in 1972 and yet again in 1975. During these subsequent offerings, the price of the sailboat was set at $139. The Kool cigarette mail-order campaign showcases the power of innovative and effective marketing. By offering a tangible and appealing product like a sailboat, the Kool brand managed to attract a large number of customers. The campaign also proved beneficial for the Snark sailboat manufacturing company, which experienced a significant boost in production and sales. Furthermore, the campaign’s success and its enduring legacy underscore the importance of memorable marketing strategies in brand recognition and customer engagement. Even decades later, the Kool cigarette sailboat mail order campaign is still remembered for its unique approach and the remarkable increase in Snark sailboat production that it led to.

Our full story of Kool Snark Sailboats can be found here.

Kool Cigarette TV Commerical

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Michaela Nolte

Michaela is a history buff and loves to export historical markers and old buildings and seeks stories about Michigan and Great Lakes history. When she is not writing, you can find her with a good book sipping wine on the beach.

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One thought on “ a kool cigarette sailboat was a genius marketing plan ”.

Really enjoyed this article post. Cool. papierosy z klikiem

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History of Snark Sailboats

Email: [email protected]                                                                                                                Tel 1 888 JOY SAIL or 617 645 1605

SailboatsToGo is proud to be continuing the long tradition of selling the Snark Sailboat line  and Parts For Snark Sailboats .   We'll let Jim McMullen, co-founder of the original company, tell the early  story:

We now continue the Snark story based on other sources of information...

McMullen's recollection that he started the company in the mid-1960s conflicts with this 1971 New York Times article about the sale to DDB that refers to Snark's "10-year history."   If the Times is to be believed, Snark started in 1961 then.   But other sources say even earlier - 1958 - without corroboration.   Pending further evidence, we go with 1961.

The ad agency that purchased Snark from Jim McMullen and his associates apparently later sold it to Kransco, a company based in San Francisco.  Or perhaps it passed through other hands in between.   Production was moved around various locations in the east, including a stint in Virginia Beach.   Various models were introduced. 

- In the summer of 1984, another boat company,  Lockley, purchased Snark from Kransco, and the new merged company was subsequently purchased by Entwistle of Hudson, Massachusettes - The Snark name was continued to be used and production took place in New Castle, Pennsylvania - Many of the Snark product lines were dropped when the companies merged (see below) - The new line of boats became the Super Snark, Sunflower 3.3, Sea Skimmer, Sunchaser I, and Sunchaser II. This is the current line being produced to this day - In 1996, Snark was purchased by Meyers Boat Company and production was relocated to Adrian, Michigan. This is the current production location.  SailboatsToGo is an authorized dealer for Meyers.   SailboatsToGo founder Jim Luckett, began sailing Snarks in the 1970s and is thrilled to now make his living selling small sailboats, including the Snarks.   Click Here for more information or to buy.

Snark Product Line Through the Years

Other discontinued models:  Sea Swinger, Sears Jetwind

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Did 1971 Mail Order KOOL Boat Pave Way for Today’s Dynamic Carbon Sleds?

Sep 14, 2017 | Sailing , Favorites , Lifestyle

How to get your very own KOOL boat DIY KOOL boat kit to make in the backyard!

For just $88 and one KOOL cigarettes carton end flap, you can mail order your cardboard box kit. Assembly takes an hour. Hoist it onto your Buick — it is “car-toppable.” This Styrofoam sailboat glides through the smooth puffs. Get your KOOL Snark sailboat. Step aboard your 11-foot expanded polystyrene, thirty-eight inch beam and .17-foot draft beauty. She boasts a weight capacity of 310 lbs. and a hull oozing with confidence, courtesy an iron-clad “unsinkable” claim. Early versions were made of one-piece injection-molded EPS (expanded polystyrene or Styrofoam) and weighed approximately 30 lbs.

One Hull of a KOOL Boat

Successive 50 lbs. hull designs adopted a vacuum formed layer of ABS (Acrylonitrile Butadiene Styrene, which later yielded to use of organic compound ASA or Acrylonitrile)* bonded over the EPS. Manufacturer Snark Products patented this cladding process (marketed to be stronger than fiberglass), labeling it Corelite; today trademarked Armorclad.

Your 1971 KOOL boat comes with a 16-page learn how to sail booklet, plus a 1975 Popular Science article extolling it to be the least expensive and lightest sailboat on the market. You get a lateen-rigged nylon sail of 45 square feet, aluminum mast, spar, boom and wooden rudder. An integral center sleeve is molded into the hull to support the removable wood dagger board.

The KOOL boat Snark sailboat was marketed heavily in various co-branding campaigns. According to the New York Times, in 1970 the Snark Kool boat outsold all other sailboats. During an 18-month period in 1971, more than 48,000 left the factory, due largely to a mail order campaign with KOOL cigarettes and sailors. By 1973 the tally had reached 200,000+ and by 1976 and the New York Times stated the company had built more sailboats than any other manufacturer (Snark estimates nearly a half million models have been manufactured since 1958).

KOOL Boat Success in a Cool Best Small Boat

The mail order promotion turned out to be one of KOOL’s highest scoring ads, with more than 18,000 cash orders in 1971. The campaign was repeated in 1972, this time offering a credit card payment option, and once again in 1975 with low cost boat price $139. Industry leaders recognized the campaign by bestowing a national POPI award (Point of Purchase Institute), citing it the most creative and inventive ad of 1971.

This Side Up Snark owner in Michigan reports that he had had this KOOL sailboat in the family for 47 years.

About Snark Products, Inc. Manufacturing

Snark Products, Inc. was located in Fort Lee, New Jersey . The company initially outsourced the injection molding to a company in Connecticut, but later brought that operation in-house within a new Port Clinton, Ohio, plant. Snark co-founder Jim McMullen was the marketing mind behind the KOOL cigarettes campaign.

In 1972, Snark Products was sold to advertising agency Doyle Dane Bernbach (DDB Worldwide). DDB subsequently sold the company to San Francisco-based Kransco. In 1996, Snark was purchased by Meyers Boat Company and production moved to Adrian, Michigan.

You’ve Come a Long Way Baby

Tacking back around, how snarky would it be to say that KOOL was cool before carbon? When drooling over the hot new hulls, such as the Pac52 at this week’s ROLEX Big Boat Series in San Francisco maybe, just maybe, you start noticing design similarities between the two? You’ve come a long way baby in the design evolution—oh yeah, that’s a different cigarette company slogan.

Acrylonitrile is harmful to aquatic life. KOOL is an American brand of menthol cigarette, currently owned and manufactured by ITG Brands LLC, a subsidiary of Imperial Tobacco Company.

Like small boats? Catch some fun on J24 boats on San Francisco Bay .

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Snark Sailboats (Meyers Boat Co.)

A very abbreviated history of ‘Snark type’ boats in the US: The first boats of this type seem to have come from Siltronics Corp. which was located in Pennsylvania beginning in the late 1950’s. (Sea Devil/Sea Swinger). The ‘Snark’ name came somewhat later as a product line offered by Kransco Manufacturing, a company located in San Francisco, California (later bought out by Matell Corp?). Another line has been offered by Lockley,(Sea Witch). In the early years these boats were produced in a number of different locations in the eastern US. Companies such as Sears and JC Penney sold Snark sailboats (Super Snark/Mach II) in their catalogs. Snark sailboats were used as promotional tools for many companies with specialized colors and personalized sails (most memorably, Kool Cigarettes). In 1984, Lockley? purchased Snark from Kransco, and the new merged company was subsequently purchased by Entwistle of Hudson, MA. The Snark name continued to be used and production took place in New Castle, PA. The line up became the Super Snark, Sunflower 3.3, Sea Skimmer, Sunchaser I, and Sunchaser II. In 1996, Snark was purchased by Meyers Boat Company and production was relocated to Adrian, MI. (A work in progress. Major update is necessary due to new information. srb 3/2013).

• Sears Design Team

6 sailboats built by Snark Sailboats (Meyers Boat Co.)

Sea snark (super snark), whirlwind 11.

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