Indeed, a 1991 article published in JAMA reveals that the Old Joe Camel advertisements “are far more successful at marketing Camel cigarettes to children than to adults” based on kids’ ability to recall the character and find him appealing (3). Studies published in the Journal of the American Medical Association (JAMA) confirmed that Joe Camel is attractive to children. (The term “young adult smoker” is industry jargon for the youngest spectrum of customers legally targeted through cigarette ads.) The original French Joe Camel was reported to be a “smash” because “it’s about as young as you can get, and aims right at the young adult smoker Camel needs to attract” (2). The first Joe Camel ad in the United States was released to celebrate Camel’s 75th “birthday” and was based on a French advertisement for Camel filters from 1974 (1). The campaign, which ran continuously for 9 years until 1997, featured a cool dromedary cartoon character and faced almost immediate criticism from the public for influencing children to smoke.įrom the campaign’s inception, young people were primary targets.
Reynolds initiated the now infamous Old Joe Camel campaign for the Camel brand in 1988. In a transparent effort to greatly increase their market share of young smokers, R.J.
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