Since the term "cool" was often used in the African-American community in the 60s, some have argued that the brand KOOL cigarettes is an example of targeted marketing through cultural appropriation. In 2004 over 70% of African American smokers preferred menthol cigarettes, compared with 30% of white smokers. This unique social phenomenon was principally occasioned by the tobacco industry's manipulation of the burgeoning black, urban, segregated, consumer market in cities at that time.