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?
–Ann Bartow
See, that can’t happen here in the UK. No cigarette adverts allowed! Unless it’s subtle product placement and/or big moneyed sponsorship but I think even that’s been done away with. There was a big hoo haa a few years ago when one Bernie Ecclestone gave much money to the labour party coffers and lo and behold motor racing (ecclestone’s business interests lie therein) was the only place where cig adverts were NOT banned. Leading to cries of foul play.
Here in the UK adverts regarding anti-smoking incentives can be very graphic, but the one thing that I believe is underplayed is the appalling smell of stale smoke. But, really, I wonder how long I will be able to resist the distinctive allure of pink and teal green packaging…I am only a woman after all.
Aren’t they stealing the niche of Virginia Slims?
Marketing information suggests they are trying to both tale customers away from other “girly” brands and also lure more women into smoking.
As an example of gendered re-branding, this looks like the inverse of Marlboro’s transformation from a “women’s” brand to the epitome of “manliness”. As far as the tobacco companies are concerned, it would seem that women haven’t come such a long way, baby, after all.