Camel is one of those few brands that are well-known worldwide and are considered to be a universal quality standard. Richard Joshua Reynolds is the founder of the Camel trademark and the R.J. Reynolds Tobacco Company (RJR); he went down in history not only as a successful businessman, but also as a talented marketer. The son of the Virginian planter he was the first to label every package of his chewing tobacco with colorful and catchy logos. In the beginning of 1913 RJR marketed 4 cigarette brands at once and Camel was one of them. The producers planned the Camel’s look and taste to evoke the romantic spirit of the Middle East among the Americans.
The very blend of the dark tart Turkish tobaccos and the light Virginian ones suited smokers’ tastes. And this revolutionary receipt went down in history as “American Blend” and became the world standard for the whole tobacco industry. Reynolds staked on Camel having spent the lion's share of his advertising money on its campaign to introduce a new hero – ‘Old Joe’, an Arabian camel from the famous “Barnum and Bailey Circus”. Eventually Old Joe became the most popular animal ever.
Before the company started selling these new cigarettes, they published the very same “teasers” in newspapers of 88 American cities. The first day it was a picture of the ship of the desert accompanied by the message “CAMELS”, the next day the text was expanded to “the Camels are coming!” and on the third day the readers were notified about the fact that “Tomorrow there will be more Camels in this town than in all Asia and Africa combined”. And finally, on the fourth day the fascinated public was informed that “Camel cigarettes are here!” The warmed up audience rushed to buy cigarettes. Another way of cigarette promotion was publicizing through outdoor advertising in the crowded places. As a result in the first year the company sold 425 million Camel cigarettes and in six years, in 1921, half of the American smokers were buying only Camel. Neither before nor after this campaign did other brand manage to come to the top so fast.
In the 20’s women appeared in the Camel advertisements for the first time. Many Hollywood starts smoked Camel, and politicians kept up with them. During the War Camel positioned itself as cigarettes for soldiers, reminding them about home and consolidating their patriotism. But in the 50’s the brand was guided by traditional values – mainly it was material welfare. In 1999 RJR sold Camel brand to Japan Tobacco.
Nowadays you can easily buy cigarettes of the Camel brand online, it won’t take you long to choose those you like most and order cigarettes. Buying Camel cigarettes online is quite convenient in terms of time saving. Online shops also provide cheap cigarettes and discount cigarettes for the clients to be able to save some money.
