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USA: Camel for women

d.simpson@iath.org

The first 150 words of the full text of this article appear below.

Among the more serious and depressing developments recently in the home country of multinational companies claiming to now be socially responsible, has been the introduction of new designs, with massive associated promotion, for Camel cigarettes. While public health workers strongly criticised RJ Reynolds (RJR) for introducing a new version of its brand that was clearly aimed at young women, financial analysts were falling over themselves to applaud the move for what they considered its potential for commercial success. The new brand, Camel No 9, was launched with a promotional campaign estimated to cost $25–50 million. The name was described by RJR marketing executives as meant to evoke happiness – being "on cloud nine" - or the heights of style and fashion – being "dressed to the nines". Others cited in media coverage of the launch thought it might also suggest luxury perfumes such as Chanel No 9, or romantic songs . . . [Full text of this article]