Joe Camel

Joe Camel was a cartoon mascot for Camel cigarettes. It was used from 1987 to July 1997. The cartoon itself and the "cool" and funny charisma were criticized because this advertising should obviously specifically address children.

Joe Camel was in 1987 by R. J. Reynolds Tobacco ( RJR ) marketing team devised as a promotional figure with a high recognition value. At that time believed the manufacturer, its brand of cigarettes would be "too old " positioned as. Therefore, the management required an entirely new campaign to be attractive for younger (potential) smokers.

In 1991 the Journal of the American Medical Association published a study showing that five -to six- year-old children Joe Camel better known as Mickey Mouse and Fred Flintstone. Reynolds was therefore accused of deliberately appealing to these advertising children. At that time, 32.8 % of all cigarettes sold to minors Camels, before the campaign just 1%.

Now, the American Medical Association RJR Nabisco called on them to stop the Joe Camel advertising, but RJR refused. 1993 and 1994 was followed by other calls.

Under pressure from the U.S. Congress and private initiatives, announced on 10 July 1997 RJR to terminate the Joe Camel campaign. There was a new campaign, which was significantly more tailored to adults. Now instead of a humanized camel a simple image of a four-footed camel was presented.

To date, Reynolds denies that Joe Camel should especially appeal to children and young people, instead the target group 18-25 year-old men had been, and smoking Marlboro.

Anti-smoking groups and consumer groups point out that it is the Joe Camel campaign was a demonstration of how easily children and young people are too influenced by advertising and marketing strategies.

Scott Plous and Ron Turner recorded in 1996 Joe Chemo, to show what happened to Joe Camel a year later. He did in fact have to undergo chemotherapy and is now located coughing sick and die in a hospital bed.