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Turning Industry Requirements into Marketing Gold: Analysis, Research, Facts


Joe Camel was the brilliantly successful advertising campaign used to market Camel Cigarettes manufactured by RJ Reynolds.  The Campaign began in 1987 and was unfortunately stopped in 1998.

The Journal of the American Medical Association in 1991, found that 6-year-olds matched Joe with a picture of cigarettes about as often as they matched Mickey Mouse with the Disney Channel logo.

A follow-up study commissioned by R.J. Reynolds and published in the Journal of Marketing confirmed that most 6-year-olds correctly associate Joe with cigarettes. But it also found that the vast majority of them expressed negative attitudes toward smoking.

Two other studies published in the same issue of The Journal of the American Medical Association found that Camel’s market share increased after Joe was introduced

One study reported an astounding 66-fold increase in the share of teen-agers who preferred Camels, from 0.5 percent in 1988 to 33 percent in 1991

Tobacco advertising to children was banned under a 1998 agreement between state governments and the tobacco industry.



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