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. The new variation, Camel No. 9, has a name that evokes women’s fragrances like Chanel No. 19, as well as a song about romance,”Love Potion No. 9.”
But don’t look for a Jo Camel to join Old Joe the dromedary on Camel packages, displays or posters. Rather, Camel No. 9 signals its intended buyers with subtler cues like its colors, a hot-pink fuchsia and a minty-green teal; its slogan,”Light and luscious”; and the flowers that surround the packs in magazine ads. …
[Sarcasm] Flowers and pink, sure to be girl magnets. [/sarcasm] But what does this mean for Joe Camel, their longtime Spokesgenital?