Marketing Camel (cigarette)

1 marketing

1.1 graphic design
1.2 package texts
1.3 ad campaigns
1.4 camel cash
1.5 sponsorships

1.5.1 motorsport
1.5.2 football (soccer)
1.5.3 break free adventure

marketing

smoking billboard, times square, 1948



camel natural flavor — smoking may reduce blood flow , causes impotence (european tobacco package warning)


graphic design

the reynolds company commissioned fred otto kleesattel in 1913 draw original artwork. signature scene on camel cigarette packs shows single dromedary, smallest of 3 species of camel, standing on desert sand, pyramids , palm trees in background. features bazaars , mosques. on european , other non-u.s. versions, desert motifs have been replaced health warnings.

known fritz , kleesattel highly sought after graphic designer living in louisville, kentucky. hired through company, klee ad art, design packaging new camel cigarettes line. klee ad art integral in devising designs 4 roses distillery, heaven hill distilleries, , many other recognizable u.s. brands. while serving in u.s. army during world war i, kleesattel worked camouflage artist, disguising buildings, vehicles , other potential targets making them blend surroundings.

package texts

the reverse sides of many packs or boxes of camel cigarettes display variations of following text:

turkish tobacco world s smoothest, aromatic leaf. blending more robust domestic tobaccos secret camel s distinctive flavor , world-class smoothness.

in 2008, changed to:

a master-crafted blend of finest hand-picked samsun & izmir turkish tobaccos robust domestic tobacco blend creates camel s distinctive flavor , world-class smoothness.

the reverse side of 5 turkish blend cigarettes display message along description differs depending on blend:

turkish tobacco world s smoothest, aromatic leaf.

the reverse side of unfiltered soft pack camel cigarettes has displayed text many years, theme used r. j. reynolds in advertising 1915:

don t premiums or coupons, cost of tobaccos blended in camel cigarettes prohibits use of them.

or alternatively can seen displaying text (later removed packets introduction of health warning messages):

camel, premium blend of finest quality tobaccos, provides genuine smoking pleasure.

the reverse side of unfiltered soft pack camel cigarettes, produced jt international reads:

camel cigarettes contain blend of choice turkish , american tobaccos bring full smoking satisfaction camel quality.

camel wides, starting in 2008, began displaying on reverse side of pack:

the larger gauge of camel wides cigarette makes smoothest, flavorful way enjoy camel s distinctive blend of finest turkish , domestic tobaccos.

ad campaigns

in 1940s, camel advertised cigarettes being favorite choice among doctors, making smokers believe safe smoke them.

in late 1987, rjr created joe camel brand mascot. in 1991, american medical association published report stating 5- , 6-year olds more recognize joe camel mickey mouse, fred flintstone, bugs bunny or barbie. led association ask rjr terminate joe camel campaign. rjr declined, further appeals followed in 1993 , 1994. on july 10, 1997, joe camel campaign retired , replaced more adult campaign appealed desires of twenty-somethings target market. camel paid millions of dollars settle lawsuits accusing them of using joe camel market smoking children.

camel cash

camel cash , or c-note (c-note = 5 cents), coupon stuck of filtered varieties of camel cigarettes. made resemble currency , exchanged items camel cash catalog. accompanied message telling smokers not premiums or coupons on cigarettes.

the artwork changed many times on years, , in past included face of joe camel, in same way presidents featured on american currency. camel cash redemption expired on march 31, 2007.

sponsorships
motorsport

the lotus 100t sponsored camel.

from 1972–1993, camel title sponsor of then-popular imsa auto racing series, titled camel gt. 1987 1990, camel sponsored lotus formula 1 team, , sponsored benetton team , williams team 1991 1993, camel s last year sponsor in formula one. in mid-1990s, camel sponsored factory honda team in ama superbike series, sponsoring ushra , ama supercross championship, resulting in camel mud & monster series, , camel supercross series. in 1994 winston cup season of nascar, camel sponsored hut stricklin s #23 ford thunderbird & in 1995-97 winston cup season s of nascar, camel sponsored jimmy spencer s #23 ford thunderbird. 2003-2005 camel title sponsor of sito pons motogp team , 2006 season camel signed on become title sponsor of yamaha s factory team, due european tobacco regulations, company had end association yamaha @ end of 2006 grand prix motorcycle racing season.

football (soccer)

camel sponsor of 1986 fifa world cup.

break free adventure

in 2010, r.j. reynolds planned sell camel packs showing 1 of ten locations visited camel mascot, including seattle, washington; austin, texas; san francisco, las vegas; new orleans; bonneville flats, utah; sturgis, south dakota; route 66; , williamsburg neighborhood of brooklyn. winston-salem package showed tobacco field , city s skyline, including former r.j. reynolds headquarters. during ten-week period, visitors website asked guess city next. matthew myers, president of campaign tobacco-free kids, accused company of targeting children once again, saying, new campaign cynically uses names , images of trendy u.s. destinations … in attempt make camel cigarettes cool again. david howard of r.j. reynolds emphasized campaign geared toward adults , pointed out adults access website.

new york city health commissioner thomas farley , national association of attorneys general both sent reynolds letters asking campaign stopped. organization said violated 1998 tobacco settlement. reynolds denied children being targeted , said campaign did not go against settlement. other cities , states stated objections including san francisco , seattle.