N.W.Ayer agency should be paid due for promoting unbeaten brand. Uncommon approach and effect of unexpectedness have done their part.
In three days before first Camel cigarettes launch in many cities of America were released newspapers with mysterious picture which had inscription "Camels" and image of this animal.
The next day the inscription was supplemented with one more word and became even more mysterious and intriguing "The Camels are coming!".
"The Camels are coming!"
To the morning of the third day in the same newspapers appeared inscription "Tomorrow there'll be more CAMELS in this town than in all Asia and Africa combined!" But in the long-awaited day of Camel cigarettes appearance in sale in the printed media appeared advertisement with image of the pack of Camel cigarettes and inscription "Camels are here!"
"Tomorrow there'll be more CAMELS in this town than in all Asia and Africa combined!"
Furor was stunning. The advertising campaign went off with a bang. Sales were growing and to 1924 tobacco market was on 45% was occupied with cigarette packs depicting camel.
For 95 years this nice animal was known to everyone even those who don't smoke. No cigarette brand has had such success as Camel. And all of these thanks to wise advertising directed to dominating events that took place in the world.
If at the beginning on banners were shown men, in 1930's women have joined them. First men have just admired the opposite sex who smokes Camel cigarettes. Then, during feminist revolution when smoking was the sign of female independence, ladies became admires of this brand as well. Camel cigarettes were smoked by Hollywood stars, for example, Greta Garbo, politicians, President Roosevelt. All of these have increased brand popularity.
It is strange, but namely Camel cigarettes were given to soldiers during World War II but later, during peacetime, advertising campaign has based on desire of people to feel safety, calm, home comfort and warm. All of these have caused huge success of Camel cigarettes. But even this firm tobacco magnate has got competitor - Marlboro.
For increasing rating Camel has organized Camel Trophy Tournament that took place in 24 countries of the world.
Camel Trophy Car
At the turn of 1980's R.J. Reynolds Tobacco Company stand at the origins of Camel Trophy. Hence, similarity of logos in writing the word "Camel". But in 7-8 years when smoking control in entire world has reached large scale and the event has feet firmly on the ground, tobacco magnates in order not to affect the competition, have refused their brainchild explicitly. That time was created Worldwide Brands, Inc (WBI Company, registered in Maitland, Florida, United States) to which have passed all the rights for trade mark Camel Trophy, from logo of which disappeared Camel. Camel Trophy has branded sand-yellow color.
First Camel Mild cigarettes appeared in 1983 and have also been accompanied with advertising campaign in printed media.
Camel Milds advertisement, 1983
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