In 1999 Japan Tabacco bought RJR business beyond the USA with all of its brands.
New owner decided that Camel needs new image.
JTI doesn't call Camel smokers to new adventurers, they just offer them a minute of pleasure. They consider that present-day smoker does not have time for more.
JTI started to change the image of Camel brand in 2002. Making the cardinal changings, this company tried to save old clients and to attract new buyers.
Designers changed changed the color of letters CAMEL from purple to gold - more appropriate for expensive brands, they also added the inscription "Since 1913" - to show the history of the brand.
The word FILTERS was taken into frame to accent buyers' attention on it. But main modifications happened with Camel animal.
It looks like the company decided to mask him.
1 comment:
Are you paying over $5 / pack of cigarettes? I buy all my cigarettes from Duty Free Depot and I save over 60% from cigs.
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