Joe Camel, An enormous In Tobacco Marketing, Is Dead At 23

Bruce Reed, the President's chief domestic coverage adviser, was extra succinct. Joe Camel is lifeless,'' he stated. 368.5 billion settlement reached on June 20 by Reynolds and different tobacco entrepreneurs. A high advertising executive who has raised his colleagues' hackles by speaking out in opposition to Madison Avenue's handling of cigarette accounts praised Reynolds's decision to dump the dapper dromedary.

And whereas the Reynolds release didn't tackle the castigation of Joe Camel, Richard L. Williams, a company spokesman, said: ''The controversy that swirled around Joe Camel was a purpose we began searching for alternate options. The difficulty our critics have raised over and over again was Joe Camel. Also unmentioned by Reynolds was the latest effort to get rid of Joe Camel by the Federal Trade Commission, which voted three to 2 on Might 28 to declare that the character attracted underage smokers. Makes an attempt by the commission to have Joe Camel deemed an unfair advertising practice had been rejected in 1994.T.C.'s bureau of shopper safety in Washington.

Mr. Williams said that Reynolds would additionally pursue a suit filed in Federal district court against the F.T.C. The substitute campaign will begin on billboards this week and in August issues of nationwide magazines. That they had been tested since March in some smaller publications. Not having Joe Camel will hurt because he was a particular character that was a factor within the resurgence of Camel,'' he added.

How much it hurts will depend on how effectively the new marketing campaign works.'' Mr. Goldman questioned the crusade in opposition to Joe Camel, asserting that ''children are the shield behind which at the moment's censors disguise. Mr. Jaffe's counterpart on the American Association of Promoting Companies, Hal Shoup, agreed. The marketing campaign has had an excellent, long run,'' mentioned Mr. Shoup, govt vice president and director of the Washington office of the agency association. Joe Camel was a brand new twist on the tobacco industry's many years-previous campaign to painting smoking as an intrinsic part of a fashionable, pleasure-filled life style.

The character, based loosely on Previous Joe, was created in 1974 by a British artist, Nicholas Price, for a French promoting campaign that subsequently appeared in other nations throughout that decade. The character came to the United States in 1988 in supplies created by Trone Advertising in Greensboro, N.C., for the 75th anniversary of the Camel model. It definitely was never developed for the explanations our dear Government said it was,'' stated Lee Trone, chairman of Trone, referring to the complaints that Joe Camel encouraged kids to smoke.

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I do not need to see kids get into smoking,'' mentioned Mr. Trone, whose agency labored on other manufacturers for Reynolds until December, ''and it by no means actually happened. The primary ads featuring Joe Camel -- carrying the theme ''75 years and still smokin' ! McCann-Erickson in New York, owned by the Interpublic Group of Corporations.

The character's enchantment led Reynolds to make it the centerpiece of all Camel campaigns, underneath the theme ''Smooth character,'' as Joe Camel and his cronies appeared in T-shirts, leather-based jackets and other manly trappings. Executives at Mezzina/Brown declined touch upon the character's end, referring inquiries to Reynolds. Nevertheless, in 1991, William G. Brown Jr., the company's president, stated that Joe Camel was ''not focusing on kids'' however was relatively ''a whimsical caricature designed to enchantment to the adult smoker and to encourage grownup smokers to switch brands. We are frequently enhancing the standard of our textual content archives.

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