Smoking has been a major part of American culture since the end of the nineteenth century. While it made its most public debut while prohibition of alcohol was going on, it was seen as a negative thing just the same as drinking. With people beginning to feel negatively against smoking, as the same as drinking alcohol, it almost made the activity more popular. At this time there was a “rise in popularity in tobacco, especially in its new and most devious form, the cigarette” (Brandt, p.45).What brand a person smoked was all on preference, but the popularity of them was all on how it was advertised. It was known that a person “buys brands rather than cigarettes and it is the advertising that has built up this prestige in the consumers’ eyes for a particular product (Brandt, p. 78)”. One of the first main brands that became popular was Camel under the company of RJ Reynolds. Camel cigarettes were very successful and their advertisements are more than half the reason for it.
RJ Reynolds launched their Camel brand cigarettes and became their first national brand in 1913. With that power, there was a need to keep that power to make sure that they continued to gain consumers and to not lose any current consumers. To do that, they had to make their advertisement game strong to make their brand attractive to all sorts of people. RJ Reynolds and Camel were very successful in grabbing their audience’s attention by using advertisements that they knew their consumers would like. During the earlier years of Camel, RJ Reynolds would advertise in a way of “teasers” by releasing the advertisement a little at a time, therefore leaving their consumers wanting more. The teaser ads are what led to the quote of “I would walk a mile for a Camel” By the...
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...and even the “Big Five” Era, if anything it pushed him to become more successful. As a company and as brand, RJ Reynolds and Camel would win an Emmy award for their fantastic advertising beginning with their teaser ads and leading to their ads showing that they are the healthier and more worthwhile brand to smoke. If I were to judge if Camel would of made it to the twenty-first century without the knowledge I have now, I would say their advertising would bring them farther into the future than even the that. Camel is a strong advertiser and knows how to make their brand appealing to tobacco smokers near and far.
Brandt, Allan. The Cigarette Century: The Rise, Fall, and Deadly Persistence of the Product
That Defined America. New York: Basic, 2009. Print.
Werner, Carl A. "The Triumph of the Cigarette." The American Mercury Dec. 1925: n. pag.