R. J. Reynolds, the manufacturer of Camel cigarettes, is the latest
tobacco manufacturer to mount a pre-emptive advertising strike before a
possible incoming Labour government orders a promotional clampdown.
The company is relaunching Camel Lights via a pounds 1.5 million
national press and poster campaign through McCann-Erickson, beginning in
At the same time, it is taking a gamble by redesigning the familiar
camel symbol on the front of its packs for the first time in more than
The initiative follows US government criticism earlier this year of the
brand’s ‘Joe Camel’ cartoon character, which it accused of helping to
hook teenagers on cigarettes.
Charles MacLean, the company’s UK group product manager, said: ‘It’s not
often you get the chance to significantly change an image of such
international power. We’re looking forward to people’s reactions.’