CAMEL No. 9. CHANEL No. 19. Interesting point.

Camel Cigarettes No.9

Smoking is bad. Like a clear, but are still not convinced, the more that cigarette advertising becomes more sophisticated and attractive, despite the efforts of anti-tobacco organizations.

Progress has caused a wave of dissatisfaction with the design and positioning of Camel cigarettes No. 9, created specifically for women and the cause of perfume association with Channel.

Black packaging with thin pink lines on the brink of the stack, elegant inscription and the name makes Camel cigarettes No. 9 rather similar to the cosmetics products.

In the United States banned tobacco advertising on television and radio, but is allowed in magazines. It is in the wording of the leading publications (Vogue, Cosmopolitan, etc.) 42 Representative sent a letter to Congress with a request to abandon publication Camel advertising novelties.

The government is not without reason to believe that such actions cigarette producer R.J. Reynolds attracted primarily teenagers: According to statistics, 90% of smokers engaged in harmful habits at that age.

At the accusation presented by representatives of the tobacco companies argued that their new product, only to the request to release women really women's cigarettes that meet representatives of style and taste wonderful sex.

Eternal good fight with the tobacco scourge continues. As stated by Matthew Myers, chairman of Campaign for Tobacco Kids (campaign against child smoking), but they would not devises ways clamp cigarette manufacturers, has always been the last opportunity to take a fresh voice.

Camels at the stack of "Camel" - "a symbol of gratitude Americans Turks?"

Camel cigarettes to bundle "Camel" is one of the few animals that appeared to produce tobacco industry. Of Western cigarettes, indeed, no other comes to mind is not.

We had a dog on cigarettes "Drug" and the horses on the "Troika". And, it seems, is all "tobacco fauna."

145 years ago, according to documents, events follow. After the war with Mexico in the mid-19 the century, when the American army has experienced serious problems with logistics support, the United States leadership has instructed the foreign missions to study the experience of other states and to adopt the best of it.

If you recall what animals in the conduct of military operations in hot countries using the same Britain, the answer imposed itself: camels.

In Washington, come to a similar conclusion, decided to seek the assistance of the Ottoman Empire and sent to Istanbul to acquire the ship and ocean transport for 30 camels.

Along the American embassy in the city on the banks of Bosporus October 29, 1855 in the Foreign Ministry handed over a message from the High Ports "lowermost request, given the nature of friendly relations between the two countries, to sell two thoroughbred male and two females camel."

Ottoman vizier Mehmet Emin Ali Pasha, read the dispatch, sent her a note of the intention of the Americans to buy another 30 camels, the top-source Abdulmedzhidu, knowing that only ruler Ports can be wise to take a decision on such an important issue.

Sultan indeed received wisdom, command Americans to donate two pairs of camels and 30 were sold.

Tough animals apparently were very useful in fighting the U.S. Army traverse because, as is evident from the Ottoman archives of the second half of the 19 the century, "a camel decided to perpetuate packets" Camel "as a symbol of gratitude Americans Turks".

Joe Camel: Camel cigarettes

Packaging and marketing for Camel Cigarettes

We concluded that the package should accurately reflect the product. Do not try to make gift package cheap funds for washing toilet-user will be plunged into shock and not buy such a product, packed as expensive cologne. The same things are only to the nearest contrast, appears to us in the other situation where a manufacturer or seller expensive product skimp in invests in the development and production of packaging.

Consumers are eager to him "nicely done" if he spends a lot of money to acquire any not cheap goods. And be very good but three remarkable, prestigious and valuable, he, unfortunately, depended on the shelves of stores, as has in poorly, cheesy package.

Communication feature package is the fun begins. This applies especially to those products that are inconceivable without packing and packaging which is almost the dominant role. This product is primarily cigarettes. They are talking. And with regard to cigarettes, the package bearing the load image is more important than its content. Cigarettes are very good image.

Each advertisement has a very strong image load, each advertising message calling become to a certain lifestyle. And despite the fact that on mature reflection, we realize that not all Marlboro smokers ever seen in the live horse, and many smokers Camel great work with a rise of stairs to the second floor (which we are getting there and turbulent flows:) that image is the dominant value in selecting a brand.

The fact is that in the popular consciousness steadily establishing a stereotype associated with a product, because around produce a myth. And it is this myth rather than consumer goods properties play a central role for the consumer.

As proof of this conclusion, I would like to give an example from the history of Camel brand. Appearance stack Camel sign, I think even non-smoking friends. It should be noted that he has remained unchanged for many years. The results of the continuity there firmly emerged brand image, 100% awareness, the highest popularity. But this now flourishing mark, has not escaped some troubles in the course of its history.

The fact is that in the late 50th and early 60th worldwide, a clear trend to change brands of many products and many corporate design company as a whole. It has been a period of rapid business development. Many companies replaced their old brands to the more modern, thinking (often rightly) that reflect the magnitude, modernity and the new directions of their activities. But not all the changes were needed.

Moreover, they often brought more harm than good. It happened with the company and R. J. Reynolds, when it lent general trend, she tried to change the appearance of one of their products, namely cigarettes, Camel cigarettes. Changes were that had to be modified font package removed two of the three existing pyramid and a general upgrading of the external shape of the package. These changes were to occur gradually, in phases.

But after the first phase was completed, which is conclude to remove one of the pyramids and change the font, the company hit barrage of complaints from consumers indignant, sales fell rapidly and the company has suffered losses. After such a bad experiment former appearance was immediately restored and the company refused to such actions refused. Since then package "Camel" remains unchanged to this day.

And another example of the history of that brand, namely, advertising cigarettes Camel season 1993-1994. It is a new emphasis has been put. Advertising spots more than glorified courageous man transcends rapid rivers and tearing through tropical forests. In this campaign mark "Camel" entirely changed the image.

But despite the new spots collected an enormous amount of awards and prizes in various festivals (including the Art Directors Club Awards and Cannes Lions festival), they did not have the proper effect on potential customers. Humorous animated spots replaced brave hero, desperately struggling with the elements. But the effect they produced was not the best for the company R. J. Reynolds.

Sales of cigarettes "Camel" was rapidly declining and studies have shown that those people who impress image of a brave hero was not ready for such a change in brand image and many of them changed the "Camel" to other cigarettes.

All of this is easily explained - the courageous hero should not look ridiculous. Pack of cigarettes "Camel" lost in the eyes of the smoker’s symbolic value, which it had, claiming its holder to "these men".