The pack of legendary Camel brand was given a major makeover for the first time since the cigarettes were launched in 1913. The makeover is a result of Reynolds American attempts to develop successful marketing campaigns in a constantly declining cigarette market.
Although the image of the Camel has not been modified in the latest packs, now the majestic animal has a modern look, surrounded by green oasis and giant pyramids, with the name of the brand on top of the pack and colorful ribbons, specifying the strength.
The launch date is identified on the box, to emphasize that the landmark has been in the market for almost a century.
David Howard, Reynolds American senior spokesman said that the company wanted to give its major brand a new fresh look, while retaining the traditions of the brand.
Camel packs have not undergone essential modifications since the introduction to the market; however, Reynolds American has been expanding the Camel brand for the last couple of years with new varieties and styles.
According to Matt Stivers, head of Marketing Department at Winston-Salem State University, the latest Camel Package goes well along with the promotional campaign, which impressed many marketers by its wide range and effort.
Reynolds marketing campaigns for Camel, Winston, Kool and other premium brands have been the subject of criticism from many public health advocating groups.
In 1997, after years of struggle against various anti-tobacco organizations, the company decided to drop its Joe Camel cartoon logo.
This year, Reynolds American found itself in the centre of another controversy, as their new Camel variety, Camel No. 9 was strongly criticized by public health advocates, who stated that the cigarettes have been targeting young females with its fashionable packs and chic advertisements.
Carolyn Bytes, spokesperson for Tobacco-Free America said that latest colorful Camel packs demonstrate the Reynolds American desire to make packages a strong advertising tool in order to attract more smokers into trying these cigarettes.
She said that since the company stopped placing advertisements in magazines, it has been evident that the marketers started using the packs as a principal means of luring customers to the brand by making the pack more colorful.
The volume of cigarette sales throughout the nation has dropped dramatically in the last several years as tobacco taxes kept increasing and smoking bans kept spreading across the nation. Therefore, the industry turned their heads to smokeless items and developing more successful promotion strategies.
Matt Stivers said that the latest marketing campaign might see a drop in sales in short-term perspective, since smokers oppose changes, but could become a success in the future.