Camel

Camel is a cigarette brand created by the R. J. Reynolds Tobacco Company in the United States in 1913. It was developed during the early expansion of the packaged-cigarette market, when manufacturers were trying to persuade consumers to move from hand-rolled cigarettes to standardized branded products. The brand’s name and identity were designed to suggest the fashionable image of Turkish and Egyptian cigarettes, while its blend and pricing were intended to offer a relatively mild and accessible alternative to established products. Camel’s launch was supported by unusually coordinated advertising. Early teaser messages announced that “the Camels are coming,” followed by publicity involving a circus camel popularly associated with the brand’s Old Joe imagery. The original packaging used a desert scene with a dromedary, pyramids, palms, and Middle Eastern architectural motifs. This design, developed with artwork commissioned from Fred Otto Kleesattel, became one of the most recognizable visual identities in the tobacco industry. The brand also introduced the long-running slogan “I’d walk a mile for a Camel.” For much of the twentieth century, Camel’s best-known product was the unfiltered cigarette sold in a soft pack as Camel Straights or Regulars. The brand became embedded in American popular culture through prominent users, entertainment and broadcast exposure, sponsorship, and large-format outdoor advertising. A major Times Square billboard installed in 1941 depicted a smoking man whose breath appeared as periodic steam, creating a landmark that remained until 1966. Camel’s advertising history also includes controversial health-related and youth-marketing claims. During the 1930s, advertisements suggested that smoking Camels aided digestion; the Federal Trade Commission later prohibited such claims. From 1946 to 1952, the company promoted the assertion that more doctors smoked Camels than any other cigarette, although the underlying research was conducted for the company’s advertising agency and involved free cigarettes for participating doctors. In the late 1980s, R. J. Reynolds introduced Joe Camel, a cartoon mascot. Public-health organizations argued that the character appealed to children, and litigation and regulatory pressure contributed to the campaign’s retirement in 1997. International ownership and product development changed over time. Japan Tobacco International acquired the rights to sell Camel outside the United States in 1999. International versions have used blends differing from the American product, generally combining Virginia, Burley, and Oriental or Turkish tobaccos in different proportions. The brand expanded into variants including Oriental, Turkish Gold, Turkish Jade, Turkish Silver, and flavored or capsule-style products such as Camel Crush and Camel Click. Product availability and naming vary by jurisdiction because of local tobacco regulations. Camel has also operated through promotional and sponsorship programs. Camel Cash, a coupon-like loyalty device attached to some filtered packs, could be redeemed for branded merchandise until its redemption deadline in 2007. The brand sponsored the Camel Trophy off-road competition from 1980 to 2000 and supported multiple Formula One teams and motorcycle-racing operations. In 2010, a U.S. “Break Free Adventure” campaign used packs associated with American destinations and prompted objections from public-health officials and attorneys general, who alleged that the imagery made cigarettes attractive to younger audiences. The brand remains part of the tobacco portfolios managed by R. J. Reynolds in the United States and Japan Tobacco International in many other markets. Its commercial identity continues to rely on the camel emblem, distinctive packaging, blend-based product differentiation, and adult-oriented lifestyle marketing, subject to increasingly restrictive rules on tobacco advertising, packaging, sponsorship, and product claims.

Camel emerged in 1913 as R. J. Reynolds’s response to the growth of the packaged-cigarette category. R. J. Reynolds developed a blend intended to be milder than some established cigarettes and used Turkish tobacco as part of the product’s identity. The name invoked the period’s fascination with Turkish and Egyptian cigarettes, while the company’s lower introductory pricing and national advertising helped the brand sell at substantial scale during its first year. The launch was accompanied by a carefully staged publicity program. Teaser advertisements announced that “the Camels are coming,” and a camel was taken through towns in a promotional spectacle associated with the brand’s Old Joe character. The package design combined a dromedary in a desert landscape with pyramids, palms, temples, minarets, and an oasis. The artwork was commissioned from Fred Otto Kleesattel, and the underlying camel image was based on a photograph made at a Barnum & Bailey circus in Winston-Salem in September 1913. The resulting package became central to Camel’s identity and helped distinguish it from competing cigarette brands. For decades, the signature Camel product was an unfiltered cigarette in a soft pack, commonly called Camel Straights or Regulars. The brand’s public profile was strengthened by celebrity and media associations, including the highly visible smoking of broadcaster Edward R. Murrow. Camel also invested in major advertising properties. Its “I’d walk a mile for a Camel” slogan was used for decades, while a 1941 Times Square billboard showed a smoking figure with periodically visible vapor. During the Second World War, versions of the display depicted servicemen. Camel’s historical marketing included claims that later became unacceptable under advertising and public-health standards. From 1936 through 1939, advertisements associated the brand with digestion, and the FTC issued a prohibition against such claims in 1951. From 1946 through 1952, Camel promoted the statement that more doctors smoked Camels than any other cigarette. The campaign appeared across medical and general-interest media, but its research was conducted by the company’s advertising agency and included free cigarettes for surveyed doctors, undermining the apparent independence of the claim. In the late 1980s, R. J. Reynolds introduced Joe Camel, a cartoon figure used as a brand mascot. The American Medical Association reported in 1991 that young children recognized the character readily, prompting calls to end the campaign. Further criticism and legal action followed, and the company retired Joe Camel in July 1997, replacing it with marketing intended for adults in their twenties. The controversy became a major example in debates over the use of cartoon imagery in tobacco promotion. Camel’s international business structure changed in 1999, when Japan Tobacco International obtained rights to sell the brand outside the United States. Consequently, American and international versions have not necessarily used identical recipes, packaging, or variant names. International products have generally used combinations of Virginia, Burley, and Oriental or Turkish tobaccos. Product extensions during the 2000s included Oriental, Turkish Gold, Turkish Jade menthol, Turkish Silver, and later flavor-delivery products such as Camel Crush and Camel Click. Regulatory requirements, including health warnings and restrictions on descriptors, have affected how these products are presented in different markets. The brand also pursued loyalty, lifestyle, and event marketing. Camel Cash coupons, attached to some filtered packs, could be exchanged for merchandise through a catalog; redemption ended in 2007. The Camel Trophy, an off-road endurance competition using Land Rover vehicles, ran from 1980 to 2000 and became one of the brand’s most prominent international associations. Camel sponsored Formula One teams including Team Lotus, Benetton, Williams, Tyrrell, Larrousse, AGS, and Minardi at various points from 1987 through the 1990s. It later sponsored motorcycle-racing activities, including Pons Racing and the Yamaha MotoGP factory team. In 2010, the U.S. Break Free Adventure promotion associated packages with recognizable destinations and invited website visitors to guess the next location. Officials in New York and elsewhere, along with public-health advocates, objected that the use of trendy destinations could make smoking appear fashionable to younger audiences. R. J. Reynolds denied targeting children and stated that the campaign was intended for adults. Camel was reported to have been surpassed by Pall Mall as R. J. Reynolds’s leading brand in 2012 and celebrated its centenary in 2013. It remains an active cigarette brand marketed by different tobacco companies according to territory.

• 2013

  Centenary commemorated

  [1]Camel (cigarette)en.wikipedia.org

  Camel marked 100 years since its introduction.

• 2007

  Camel Cash redemption expires

  [1]Camel (cigarette)en.wikipedia.org

  The brand’s coupon-based merchandise redemption program ended on March 31.

• 1999

  International rights move to JTI

  [1]Camel (cigarette)en.wikipedia.org

  Japan Tobacco International acquired rights to sell Camel outside the United States.

• 1997

  Joe Camel campaign ends

  [1]Camel (cigarette)en.wikipedia.org

  The mascot campaign was retired after criticism and litigation alleging youth appeal.

• 1987

  Joe Camel is introduced

  [1]Camel (cigarette)en.wikipedia.org

  R. J. Reynolds began using the Joe Camel cartoon mascot in brand promotion.

• 1951

  Digestion advertising is prohibited

  [1]Camel (cigarette)en.wikipedia.org

  The FTC issued a cease-and-desist order concerning claims that Camel smoking aided digestion.

• 1941

  Times Square smoking-man billboard begins

  [1]Camel (cigarette)en.wikipedia.org

  Camel installed a large illuminated billboard in Times Square featuring a smoking figure; the display remained until 1966.

• 1913

  Camel is launched

  [1]Camel (cigarette)en.wikipedia.org

  R. J. Reynolds introduced Camel as a packaged cigarette with a Turkish-tobacco identity and distinctive dromedary packaging.

A mass-market cigarette brand differentiated by Turkish- and Virginia-tobacco associations, distinctive desert-and-dromedary packaging, and lifestyle-oriented adult marketing.

• Unfiltered cigarettes · 1913

  Camel Straights or Regulars

  The traditional Camel cigarette, sold in a soft pack without a filter. It became the visual and cultural reference point for the brand and was associated with the classic Camel blend and dromedary package design.

• Cigarettes · 2000

  Camel Turkish Gold

  A Camel variant introduced in 2000 and positioned around the brand’s Turkish-tobacco heritage. Availability and formulation differ by market.

• Menthol cigarettes · 2001

  Camel Turkish Jade

  A menthol variant introduced in 2001 as part of Camel’s expansion of Turkish-themed product names and blend variants.

• Flavor-capsule cigarettes

  Camel Crush and Camel Click

  Variants using a crushable or clickable capsule concept to alter the cigarette’s flavor during use. These products became important extensions of the Camel range in markets where permitted.

• Ultralight cigarettes · 2005

  Camel Turkish Silver

  A lower-strength variant introduced in 2005 and positioned below Turkish Gold lights and Turkish Royal full-flavor products in the historical range.

• 2010

  Break Free Adventure youth-targeting allegations

  Officials and advocacy groups argued that destination-based imagery and an online guessing game could make cigarettes appealing to young people. The company denied targeting children.

  Source

• 1997

  Joe Camel youth-marketing controversy

  Public-health groups and lawsuits alleged that the cartoon Joe Camel character made Camel cigarettes attractive to children. The campaign was retired after years of criticism.

  Source

Read more

• 2010Break Free Adventure

  United States

  Camel packs displayed one of several American destinations, while an online activity asked visitors to guess the next location associated with the brand’s mascot.

  Outcome. Public-health officials and attorneys general objected; R. J. Reynolds defended the campaign as adult-oriented.

  Source
• 1987Joe Camel

  United States

  A cartoon camel mascot was used to give Camel a contemporary personality and attract attention in mass media. Medical and public-health organizations argued that its visual style appealed to children.

  Outcome. The campaign was retired in 1997 after sustained criticism and lawsuits.

  Source
• 1946More doctors smoke Camels

  United States

  Camel promoted a purported medical-profession preference claim through journals, television, radio, and magazines. The associated surveys were conducted for the company’s advertising agency rather than wholly independent researchers.

  Outcome. The campaign continued until 1952 and is now regarded as a controversial example of tobacco health marketing.

  Source
• 1936For digestion’s sake—smoke Camels

  United States

  Advertising linked Camel cigarettes with digestion. The campaign ran through 1939 and later became the subject of an FTC cease-and-desist order.

  Outcome. Health-related claims were prohibited in 1951.

  Source
• 1913The Camels Are Coming

  United States

  A teaser campaign announced the forthcoming brand before the product was fully revealed, using a phrase that echoed a familiar Scottish song and built curiosity around the launch.

  Outcome. Helped establish Camel as a nationally recognizable packaged-cigarette brand.

  Source

• 2000

  Expansion of Turkish-themed variantsProduct launch

  Background

  Camel used its established Turkish-tobacco identity to broaden the range beyond the traditional product.

  Action taken

  The brand introduced Oriental and Turkish Gold variants in 2000, followed by Turkish Jade menthol in 2001 and Turkish Silver in 2005.

  Aftermath

  The range developed into multiple strength, menthol, and flavor-delivery offerings, with availability varying by country.

  Source

• 1999

  Transfer of international Camel rights to JTIM&A

  Background

  Camel’s ownership and distribution structure differed between the United States and other markets.

  Action taken

  Japan Tobacco International took ownership of rights to sell Camel outside the United States, while R. J. Reynolds retained the U.S. business.

  Aftermath

  Camel became a geographically divided global brand with different operating companies and potentially different blends and product ranges.

  Source

• 1997

  Retirement of Joe CamelStrategy

  Background

  The cartoon mascot faced criticism for allegedly making tobacco advertising attractive to children, including findings about recognition among young children.

  Action taken

  R. J. Reynolds ended the Joe Camel campaign and shifted toward advertising intended for adults in their mid-twenties.

  Aftermath

  The decision removed one of the most recognizable cartoon mascots in cigarette advertising and became a reference point in tobacco-marketing regulation debates.

  Source

1. 1Camel (cigarette)en.wikipedia.org