USA: Camel for women

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 …