Camel No. 9: Effective Advertising or Shameless Pandering?

Cool. Sexy. Distinctive. These adjectives, among many others, are the perceptions that the Big Tobacco Industry have impressed on us about their cigarettes since before we could talk. And they are quite effective: between their appealing advertising blitz, alluring products, and powerful lobbyists, it is no wonder that 19.8% of all U.S. adults (22.3% of men, 17.4% of women) smoke cigarettes--about 1 out of 5 people (CDC 2007). And this does not include underage smokers. Because 47% of smokers are women, R.J. Reynolds, whose female consumers accounted for a mere 30% of total profits, recognized the need to tap into this rich feminine reservoir, lest its competitors get the upper hand (NBC News).

Enter Camel No. 9, which was released in 2007. Wrapped in a simple, even elegant box, cigarettes have never looked so good. The package is black, bordered by either a hot flamingo pink or a cool green teal (for the menthol variety). In the centre of the package is the now iconic camel. Inside of the carton is the same lush fuchsia colour, akin to the plush lining of a small box bearing a ring. All this suggests the dark and sexy feel of a cabaret or trendy bar. There is a certain mystique to the package, as if it reads like a seductive mystery novel. The smart packaging would also appeal to young girls. If I was more than a very occasional, nearly seldom, social smoker, I would be tempted to pick up this product because of the subtle, one could say nuanced, attractive packaging.

This suggestive display is coupled with an equally provocative tag line: "Light and Luscious." Clearly, R.J. Reynolds has no reservations about proclaiming who its target audience is. These terms are unarguably "feminine." The word luscious is usually associated with whipped cream, fondue, meringue, or one's luscious lips and luscious skin. Coming from someone who has barely picked up a cigarette, the terms seem incompatible with the product that is being sold. I suppose it could apply to filters and low tar? It is as if they are advertising a completely different item. In fact, I think that this is exactly what Camel Cigarettes is attempting to do. The company wants to transcend its label of cigarette to appeal to a wider audience. "Yeah it's a cigarette, but it is so much more. Look at how sophisticated this is and imagine how intelligent you'll look with this cigarette brand," it's trying to say.

Of equal note is the name that Camel selected, which was the winning name among focus groups. The name invokes many ideas that have tapped the American imagination over the years. "Love Potion #9" was a romantic themed rock song written by The Clovers in 1959. The name also invokes the upscale French cosmetics and perfume company Channel No. 19. And according to a R.J. Reynolds representative, Camel No. 9 recalls the expression "dressed to the nines" (NY Times). All this leaves the inescapable conclusion that women will look, feel, and be more sexy and desirable with this product. Not only will your tobacco needs be satiated with this product, but you'll also be making a profound social and fashion statement.

I chose this product, not only because of the smoking pandemic afflicting most countries, but also because of what I think to be the shameless pandering to the female consumer. This product stood out largely because I remember Camel's advertising campaign when I was a kid. While No. 9 at least has a subtlety to it, Joe Camel of yesteryear was overt and in-your-face. He had a smug and cool air around him, permeating hyper-masculinity, whether he was playing pool, driving in a sports car, or hanging around women. Joe "Old Joe" Camel screamed out coolness and demanded the attention of younger children, who may not have been aware of the health risks inextricably tied to the product. Even when they were aware of the danger, they might have had a hard time shaking off the positive images they have internalized about the brand. Indeed, according to a 1991 Journal of the American Medical Association study, Joe Camel was equally, if not more, recognizable than Mickey Mouse to kindergartners. Certainly, this kind of advertising has an affect on children, and it is not out of the question to assume that the tobacco industry's advertisements and products influence the probability of children to take up smoking later in life. Furthermore, to celebrate No. 9's grand inaugural, Camel sponsored free parties with complimentary cigarettes, jewelry, and makeovers across the country. One could validly argue, as I do, that this industry aims to get children hooked on cigarettes, and establish a brand loyalty, whether they are of legal age or not.

Granted, No. 9 isn't the first, nor the most blatant attempt to attract the female consumer, but it is the most contemporary example. While this development began in the 1920s, it hit a peak in 1968, with the advent of Virginia Slims. With slogans such as "You've come a long way, baby" and "It's a woman thing," the company, Phillip Morris, overtly pursued the female market. Additional tobacco companies have also produced women-centered cigarettes.

To be clear, I do not seek oppressive restrictions on, nor a prohibition of, tobacco products. Like any other drug, I feel that it is the individual's right to decide what substances they ingest, and it's not my place to judge. However, I do take exception when that industry deliberately draws the underage population to their products. Joe Camel, and the more subdued No. 9, certainly appeal to that age group, so that they'll be hooked from the cradle to the grave. I don't particularly begrudge the industry because, like any other business, I don't naively expect them to change their ways. They have a product to sell and they need to portray it in the most positive light as possible, regardless of the social and health implications. But at long last, the FDA now has regulatory power over the industry. It boggles the mind that there wasn't any oversight of it until June of this year. Thus far the agency has banned flavoured cigarettes and will soon disallow the term "lite" on cigarette brands. There is speculation that the FDA could go after tobacco products that target children, which could include Camel's No. 9.

Camel No. 9 Cigarettes can be found at any fine convenience, grocery, or liquor store. They cost around $5 per pack, although the price varies by state and its accompanying sin tax.

Sources

http://www.nytimes.com/2007/02/15/business/media/15adco.html

http://www.icue.com/portal/site/iCue/chapter/?cuecard=2111

http://cityflight.com/?p=68

http://www.cancer.org/docroot/PED/content/PED_10_2X_Cigarette_Smoking.asp

http://www.nytimes.com/2009/09/23/health/policy/23fda.html?_r=1&scp=1&sq=camel%20no.%209%20cigarettes&st=cse

http://www.reason.com/news/show/34339.html