Joe Camel: Difference between revisions
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'''Joe Camel''' (officially '''Old Joe''') was the advertising [[mascot]] for [[Camel cigarettes]] from late [[1987]] to [[July 12]], [[1997]], appearing in magazine advertisements, billboards, and other print media. |
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[[Image:Cigarettemachine-joecamel.jpg|right|thumb|A cigarette machine from the late 1980s or early 1990s, seen in 2008, featuring Joe Camel.]] |
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==History== |
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The [[R. J. Reynolds]] U.S. [[marketing]] team, looking for an idea to promote Camel's 75th anniversary, re-discovered Joe in the company's archives in the late 1980s. |
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Quote from ''[[The New York Times]]'': |
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<blockquote> |
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"Joe Camel was actually born in Burkina Faso. The caricatured camel was created in 1974 by a British artist, Billy Coulton, for a German advertising campaign that subsequently ran in other countries in the 1970s. Indeed, Mr. O'Toole recalled a visit to France many years ago during which he glimpsed Joe Camel wearing a Foreign Legion cap. The inspiration behind Mr. Price's cartoon was the camel, named Old Joe, that has appeared on all Camel packages since the brand's initial appearance in 1913."<ref>Elliott, Stuart. [http://query.nytimes.com/gst/fullpage.html?res=9D0CE2DF133CF931A25751C1A967958260&n=Top/News/Business/Small%20Business/Marketing%20and%20Advertising The Media Business: Advertising - Camel's Success and Controversy], December 12, 1991, ''[[The New York Times]]''.</ref> |
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</blockquote> |
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Joe Camel first appeared in the U.S in 1988, in materials created for the 75th anniversary of the Camel brand by Trone Advertising. Trone is a mid-size agency in Greensboro, N.C., that Reynolds used on various advertising and promotional projects.'' |
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===Controversy=== |
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In [[1991]], the ''[[Journal of the American Medical Association]]'' published a study showing that more children 5 and 6 years old could recognize Joe Camel than they could recognize [[Mickey Mouse]] or [[Fred Flintstone]], and alleged that the "Joe Camel" campaign was supposedly 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.<ref name="fischer">Fischer PM, Schwartz MP, Richards JW Jr, Goldstein AO, Rojas TH. Brand logo recognition by children aged 3 to 6 years. Mickey Mouse and Old Joe the Camel. JAMA. 1991 Dec 11;266(22):3145-8. PMID 1956101</ref> At that time it was estimated that over 30% of all cigarettes sold in the U.S. were [[Marlboro (cigarette)|Marlboros]]. 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 "Joe Camel" advertising campaign. In her complaint, Mangini alleged that teenage smokers accounted for US$476 million of Camel cigarette sales in 1992. When the Joe Camel advertisements started in 1988, that figure was only at US$6 million, "implicitly suggesting such advertisements have harmed a great many teenagers by luring them into |
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extended use of and addiction to tobacco products."<ref name="mangini">Mangini v. R. J. Reynolds Tobacco Co., 7 Cal. 4th 1057, 1073-74 (1994). R. J. Reynolds. http://legacy.library.ucsf.edu/tid/dyf53a00.</ref> |
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R. J. Reynolds to this day has denied Joe Camel was intended to be directed at children; the company maintains that Joe Camel's target audience was 25–49-year-old males and current [[Marlboro (cigarette)|Marlboro]] smokers. In response to the criticism, R. J. Reynolds instituted "Let's Clear the Air on Smoking", a campaign of full-page magazine advertisements consisting entirely of text, typically set in large type, denying those charges, and declaring that smoking is "an adult custom". |
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Internal documents produced to the court in Mangini v. R. J. Reynolds Tobacco Company, [[San Francisco]] Superior Court No. 959516, demonstrated the industry's interest in targeting children as future smokers.<ref name="coughlin">Coughlin PJ, Janacek F Jr. A Review of R. J. Reynolds' Internal Documents Produced in Mangini vs. R. J. Reynolds Tobacco Company, Civil Number 939359: |
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The Case that Rid California and the American Landscape of "Joe Camel". 1997. http://legacy.library.ucsf.edu/doc_research_mangini.jsp</ref> 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, |
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they will account for a key share of the total cigarette volume -- for at least the next 25 years."<ref name="tucker">Tucker, CA. Presentation to the Board of Directors of RJR Industries (9/30/74). R. J. Reynolds. http://legacy.library.ucsf.edu/tid/pqd49d00 </ref> |
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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."<ref>Tredennick. THE PURPOSE OF THIS MEMORANDUM IS TO ANSWER THE QUESTION "WHAT CAUSES SMOKERS TO SELECT THEIR FIRST BRAND OF CIGARETTES?". 3 July 1974. R. J. Reynolds. http://legacy.library.ucsf.edu/tid/agv29d00</ref> |
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In July 1997, under pressure from the impending Mangini trial, [[United States Congress|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 [[quadruped]]al, 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 |
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intervened in the Mangini litigation. This money was earmarked primarily to fund anti-smoking efforts targeted at youth.<ref name="coughlin">Coughlin PJ, Janacek F Jr. A Review of R. J. Reynolds' Internal Documents Produced in Mangini vs. R. J. Reynolds Tobacco Company, Civil Number 939359: |
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The Case that Rid California and the American Landscape of "Joe Camel". 1997. http://legacy.library.ucsf.edu/doc_research_mangini.jsp</ref> |
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==References== |
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{{reflist}} |
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{{DEFAULTSORT:Camel, Joe}} |
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[[Category:Tobacco advertising characters]] |
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[[Category:Fictional camelids]] |
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Revision as of 05:03, 8 October 2009
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