June 4, 2013 by Tamara Piety
It appears that Camel cigarettes has returned to print advertising after a 5 year hiatus. Advertising Age has the story. California sued R.J. Reynolds, maker of the Camel brand cigarettes, in 2001 alleging that it had violated the Master Settlement Agreement by advertising in publications in which less than 85 % of the audience was 18 or older. And there was quite a bit of criticism of the Joe Camel ads charging that the cartoon character was intended to appeal to children. Adbusters flipped the “cool” factor with its “Joe Chemo” character.
With the resumption of print advertising some say R.J. Reynolds is at it again. “Reynolds seems to put a ‘kick me’ sign on themselves every time they make a move like this,” said Peter Hamm, of the Campaign for Tobacco Free Kids. “They’ve come out of the box after five years of being dark to target a who’s who list of magazines that appeal to teenagers.” reports Advertising Age.
Is this is a test to see if it is “safe” to advertise cigarettes again?