In 1971, Kool cigarettes initiated an advertising campaign where consumers could mail order a Snark with the Kool logo on the sail – for $88 (later $99) along with one KOOL carton flap – which included delivery. These were early (non-ABS) versions and retailed at the time for $120. As one of KOOL's highest-scoring ads, the company received over 18,000 orders for "Sea Snarks" in 1971 and the campaign was repeated in 1972. The Snark/Kool campaign won a national POPI award (given by the Point of Purchase Institute) as the most creative and inventive ad of 1971. The KOOL Snark promotion was repeated in 1972, adding the option of credit card payment, and again in 1975 for $139.