Joe Camel

Joe Camel (officially Old Joe) was the advertising mascot for Camel cigarettes from 1987 – 1997, appearing in magazine advertisements, billboards, and other print media. The U.S. marketing team of R. J. Reynolds, looking for an idea to promote Camel’s 75th anniversary, re-discovered Joe in the company’s archives in the late 1980s. The caricatured camel was created in 1974 by a British artist, Billy Coulton, for a French advertising campaign that subsequently ran in other countries in the 1970s.

In 1991, the ‘Journal of the American Medical Association’ published a study showing that by age six nearly as many children could correctly respond that ‘Joe Camel’ was associated with cigarettes as could respond that the ‘Disney Channel’ logo was associated with Mickey Mouse, and alleged that the ‘Joe Camel’ campaign was targeting children, despite R. J. Reynolds’ contention that the campaign had been researched only among adults and was directed only at the smokers of other brands.

At that time it was also estimated that 32.8% of all cigarettes sold illegally to underage buyers were Camels, up from less than one percent. Subsequently, the American Medical Association asked R. J. Reynolds Nabisco to pull the campaign. R. J. Reynolds refused, and the Joe Camel Campaign continued. In 1991, Janet Mangini, a San Francisco-based attorney, brought a suit against R. J. Reynolds, challenging the company for targeting minors with its advertising. In her complaint, Mangini alleged that teenage smokers accounted for $476 million of Camel cigarette sales in 1992. When the Joe Camel advertisements started in 1988, that figure was only at $6 million.

Internal documents produced to the court by Mangini demonstrated the industry’s interest in targeting children as future smokers. The importance of the youth market was illustrated in a 1974 presentation by RJR’s Vice-President of Marketing who explained that the ‘young adult market . . . represent[s] tomorrow’s cigarette business. As this 14-24 age group matures, they will account for a key share of the total cigarette volume – for at least the next 25 years.’ A 1974 memo by the R. J. Reynolds Research Department points out that capturing the young adult market is vital because ‘virtually all [smokers] start by the age of 25’ and ‘most smokers begin smoking regularly and select a usual brand at or before the age of 18.’

In 1997, under pressure from the impending Mangini trial, Congress and various public-interest groups, RJR announced it would settle out of court and voluntarily end its Joe Camel campaign. A new campaign with a more adult theme debuted: instead of Joe Camel, it had a plain image of a quadrupedal, non-anthropomorphic camel. This image is still used in advertisements for Camel today. As part of the agreement, RJR also paid $10 million to San Francisco and the other California cities and counties who intervened in the Mangini litigation. This money was earmarked primarily to fund anti-smoking efforts targeted at youth.

Tags: ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.