![]() ![]() The researchers claimed that RJR (at the time operating as RJR Nabisco) was just as effective at reaching children as the Disney Channel. The study showed that among children age six, 91.3% matched Joe Camel with cigarettes, nearly the same amount who matched the Disney Channel logo with Mickey Mouse. In December 1991, the Journal of the American Medical Association ( JAMA) published a study in which young children were asked to match brand logos with products. The success of the campaign made the character a key part of Camel's advertising. Early versions of the character as a fighter pilot or private detective were not successful, but the character found success with a look inspired by James Bond and James "Sonny" Crockett. McCann requested Salisbury to base the character on masculine heroes in old action and adventure films. Salisbury claimed that RJR would reject some designs on the grounds they would appeal too much to children, and that there was a conscious effort to make him look like a 30-year old. According to Salisbury, there was never any intent to attract children. In a 1996 interview, Salisbury claimed the intent of the campaign was compete with Marlboro and its successful Marlboro Man campaign. However, the American version of Joe Camel was created later by art designer Mike Salisbury working on contract for the brand's main agency, McCann-Erickson New York. Joe Camel was first seen in the United States in 1988 when Greensboro, North Carolina company Trone Advertising used the French character in promotional materials created for the Camel brand's 75th anniversary. The new Joe Camel character was subsequently used in advertising in other countries throughout the 1970s. The character was based on "Old Joe", the original camel drawing. The character Joe Camel was created in 1974 by British artist Nicholas Price for a French advertising campaign for Camel cigarettes. Reynolds (RJR), were first released in 1913 featuring a plain camel drawing on the package. The original Joe Camel design used in French advertising in the 1970s, before it was Americanized.Ĭamel cigarettes, a brand owned by R. Early advertisements would often depict Joe alongside the motto "Smooth character." RJR also ran promotions in which customers could redeem "Camel Cash" vouchers for Joe Camel gear including clothing, watches, mugs, lighters, and shower curtains. Īlthough television advertisements for cigarettes were outlawed, Joe Camel could often be seen on billboards, magazines, clothing, and other promotional displays. This claim was dismissed by its designer. Some critics claimed Joe's nose was intentionally drawn in a phallic fashion, as to suggest that smoking is a virile pursuit. He lacks many typical camelid traits such as a hump, hooves, or tail, essentially appearing as a muscular humanoid with a camel's head. Joe Camel is an anthropomorphic camel who smokes cigarettes. RJR denied claims that they were marketing towards children, but voluntarily ended the campaign in 1997 after increased litigation and pressure from American federal agencies. The research led RJR to a lawsuit in California, and a formal complaint from the Federal Trade Commission (FTC) for "unfair practices" by exposing children to the dangers of smoking. They found that Joe Camel and the Disney Channel logo were recognized equally among six-year-olds, high school students were more familiar with him than adults, and claimed that Camel's market share among youth smokers had risen from less than 1% to 33%. ![]() In 1991, the Journal of the American Medical Association ( JAMA) published research claiming that the Joe Camel ad campaign was appealing to children. He appeared in magazine advertisements, clothing, and billboards among other print media and merchandise. The character was created in 1974 for a French advertising campaign, and was redesigned for the American market in 1988. Reynolds Tobacco Company (RJR) for their cigarette brand Camel. Joe Camel (also called Old Joe) was an advertising mascot used by the R. ![]()
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