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Tobacco Cigs Brand Marketing News
Old Joe a winner even with ad ban: RJR already successfully hit its target.
R. J. Reynolds Tobacco Co. is expected to fiercely contest any Federal Trades Commission complaint against its ‘Old Joe’ Camel campaign, but the marketing battle to reposition Camel is already won. Last week, the FTC staff recommended Jot Canal ads be barred as a health hazard because they allegedly encourage minors to smoke, If the regulatory body approves the recommendation, it would have little impact on the brand because the FTC’s action likely would not stand up to First Amendment challenges. More importantly, the campaign has already accomplished what the marketer set out to do: position Camel as a cigarette appealing to today’s smokers. A 1992 Simmons Market Research Bureau study confirms Camel smokers are younger today. Last year 73.3% of Camel smokers were under 50, up from 67. 2% in 1988, the year after the campaign started, Simmons found. Among other changes: Women have become a larger percentage of Camel smokers during the Old Joe years, rising to 33. 9% from 24%; and the number of Camel smokers 25 and younger grew to 23.1% from 18%. (About 15.3% of all smokers are in the classification Simmons lists as 18 to 24 years old. RJR sponge an estimated $22 million annually on Camel ads via Heisted/Brown, Hew York.