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A New Camel Brand Is Dressed to the Nines

By Chris V. Thangham     Feb 15, 2007 in Business
R. J. Reynolds Tobacco Co. introduces Camel No. 9 to attract female cigarette smokers.
THE next time R. J. Reynolds Tobacco asks smokers to walk a mile for a Camel, watch how many of them are in high heels. Reynolds, eager to increase the sales of its fast-growing Camel brand among women, is introducing a variety aimed at female smokers.
R. J. Reynolds' Camel Brand has been a male oriented brand for decades and only about 30% of its buyers were females. So, they are trying to focus more on luring female buyers. R. J. Reynolds are introducing a new Camel brand variety called Camel No. 9. This name mimics woman's fragrances like Chanel No. 19 and also a song about romance “Love Potion No. 9.” They will be not showing the Jo Camel character in this ads instead will have targeted to attract more female attention with colors like hot-pink fuchsia and a minty-green teal. And also have its slogan, “Light and luscious”; and the flowers that surround the packs in magazine ads.
From a marketing standpoint, half of the smoking population is women, so this brand introduction will help them gain a larger share of women along with its existing men users.
Wall Street analysts praise the introduction of Camel No. 9, in regular and menthol flavors, as a further step by the R. J. Reynolds, a unit of Reynolds American, toward a new marketing strategy. The goal is to refocus on the biggest, most popular — and most profitable — brands, which include Kool as well as Camel.
While Wall Street gives thumbs up sign to R. J. Reynolds co., the American Legacy Foundation says this is a bad idea. This product is more of the same that is in the market, more women die of lung cancer and this introduction will pose a higher risk for women.
Philip Morris, pioneered the category in 1968 with the Virginia Slims brand. They pioneered in selling the cigarettes to women with a famous ad campaign, “You’ve come a long way, baby,” and R. J. Reynolds is trying to mimic their campaign and also attract more of their brand users.
Do you think this is a good idea by R. J. Reynolds' new Camel No. 9 cigarette?
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