About two thirds of all black American smokers buy menthol cigarettes. Most of these smokers prefer a lower level of menthol than the amount blended into the R. J. Reynolds Tobacco Company's Salem brand. US Secretary of Health & Human Services Dr. Louis Sullivan, an African American, denounced RJR for targeting minorities when he learned that the tobacco company would test their new Uptown menthol cigarettes in Philadelphia beginning December 1989. RJR admitted that Uptown had been developed to appeal to black smokers. Because of the negative publicity, the test was canceled after one week and salespeople were instructed to return all Uptown advertising and cigarette packs. However, one Philadelphia magazine publisher stated: "RJR wanted to design a product to the black market. What is wrong with that?" Uptown was to be sold in flip-top boxes of ten and twenty cigarettes, plus the standard soft pack of twenty. The Uptown pictured below is a hard to find box of ten. The RJR salesrep who worked the Philadelpha test mentioned this unusual concept: "Uptown cigarettes were packaged upside down in the pack since African Americans tend to open their packs from the bottom."