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Camel Cigarettes

Camel Cigarettes Full Flavor Smooth American Blend



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The list of countries, where Camel cigarette brand is the most popular (in alphabetical order): Australia, Austria, Argentina, Belgium, Brazil, Bulgaria, Canada, Chile, China, Czech, Denmark, Dominican Republic, Finland, France, Germany, Greece, Honduras, Hungary, India, Ireland, Israel, Italy, Japan, Lithuania, Malaysia, Mexico, Moldova, Netherlands or Holland, Norway, Poland, Portugal, Roumania, Russia, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Taiwan, Ukraine, United Kingdom or England or UK, United States of America or USA or U.S. The brand is popular in most countries of the world!

Camel cigarettes are manufactured in following countries: Argentina, Brazil, Finland, Germany, Italy, Japan, Sweden, Switzerland, UK, USA.

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Camel Cigarettes. Advertising in 1935

Camel Cigarettes. Advertising in 1935

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Cigs and Tobacco History

Camel Filter

Excerpts from Annual Marketing Plans 1973

MEDIA TACTICS
A. National Media - $5.0 million
1. Thirty-seven national magazines have been selected for use on the basis of their CPM efficiency in reaching our target audience. This will provide a reach of 64.4% and frequency of 4.8% against the target audience. An optimum schedule of 6 insertions in monthlies and 13 insertions in weeklies has been adhered to in planning our magazine buy, except where inside pages are not required to maintain back cover franchises.
2. Newspapers will be utilized in all divisions except 18 (New York, Newark, Baltimore, Washington, Philadelphia, New Haven and Buffalo which account for about 18% of U. S. households).
A schedule of one 1000-line ad per month will be executed. This addition to our national magazine base increases our national reach to 85.8% and our frequency to 4.7 against our target market
B. Local Media - $1.0 million
1. Additional media dollars will be spent in newspapers in our top divisions as determined by index. These divisions represent 49% of the U. S. and over 64% of CAMEL FILTER business.
2. In local spending divisions, newspaper has been chosen for its ability to fully communicate the "Not For Everybody" story while delivering reach and impact. A minimum newspaper standard has been set - one additional 1000-line ad every month to total 2 per month in these top divisions. Family Weekly, a Sunday supplement, has been integrated into the newspaper buy because of its good efficiency against the target market, particularly in B and C markets. In those local spending divisions where Family Weekly is in the newspaper buy, a 4C page in Family Weekly will replace the 1000-line ad. Minimum divisional coverage goal for newspaper is 50% of population. This local "heavy-up" increases our reach to 88.1% and our frequency to 5.2 against our target market.
3. The mechanics of our local spending are:
(a) List divisions in descending order of index.
(b) In those divisions indexing 100 or above, buy one additional 1000-line ad per month.
C. Reserve - $ 0.1 million
Reserve for rate increases and business problem markets and opportunistic media buys.
D. Special Events Media - $ 0.2 million
Index of Division Potential
Potential for CF has been defined by the following formula: (a) a weight of "2" has been assigned to CAMEL FILTER'S volume % change ?????1-?????2 since this indicates where our recent marketing efforts have proven most successful and (b) a weight of "1" is given to CF share of market ????? since this is an important indicator of strength relative to industry.
RATIONALE - Local Media Priorities
The following factors collectively support the Brand Group's judgment that newspaper should be the sole medium for local spending areas in ?????3: (a) The dramatic and continuous decline in correct advertising awareness noted throughout ?????1 (Dec. ?????0 - 65%, July ?????1 - 46%, Jan. ?????2 - 37%) has been curtailed through the first six months of ?????2 (Jan. ?????2 - 37% vs. June ?????2 - 41%). Depth of playback of copy points has also improved. It is believed that this encouraging note may be a result of our only major change in ?????2 media allocation (adding newspaper and substantially decreasing our weight in outdoor); (b) Recent topline recall scores of two newspaper executions in an adaptation of the "Not For Everybody" campaign are 17% and 12%, respectively. While additional research on the revised campaign is still in process, it appears that we have been able to obtain unusually high recall within the context of an on-going campaign; (c) CAMEL FILTER'S outdoor effort (representing 40% of advertising dollars in ?????1 and 12% in ?????2) has not reflected any significant readable business gains in those markets having outdoor, (d) Newspaper executions have generated' recall above average while outdoor executions have .generated recall below average.
Being aware of the good efficiency and added reach of outdoor, we will continue pursuing high impact creative for testing, recognizing:
1. The executions will have to be very strong to warrant adding a third media vehicle within our budget level.
2. We cannot afford the luxury of using outdoor as a "reminder" medium.

?????3 SALES PROMOTION PLAN
OBJECTIVES
1. Generate broad awareness and identification of CAMEL FILTER as a masculine, contemporary brand which appeals to young-adult males.
2. Enhance competitive trialand conversion.
3. Enhance the loyalty of current smokers.
4. Increase trade inventories and minimize out-of-stock conditions.
STRATEGY
1. Conduct a media-supported sweepstakes during the May-June sales promotion period. Advertising and P-0-S will relate as much as possible to our on-going campaign theme as well as our involvement in road racing.
2. Conduct a national media promotion which gives emphasis to strong image association for the brand. The same relevancy as the CAMEL REGULAR "Boot" ad will be sought.
RATIONALE
1. Being heavily outspent by major competitors and having only one major sales promotion during the year, a masculine-oriented sweepstakes will serve to generate broadscale awareness, impact and trial for the brand (sweepstakes generate a greater response than other promotional vehicles such as contests and self-liquidators). The promotion will be positioned against the life-style of our target group in an exciting larger than life context, reinforcing the brand's perceived importance in the marketplace.


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