Joe Camel

This is an ad for Camel cigarettes from the late 1980’s when Joe Camel was first created. The strategy of this ad is to convince younger men that smoking Camel cigarettes will turn them into this smooth talking, cool casanova. Camel cigarettes were also known for being smooth so they affiliated the smoothness of the cigarette and you being smooth if you smoke them.

I believe this strategy could be relevant today because the point of Joe Camel was to appeal to young people and persuade them at a young age that smoking is cool. The Joe Camel campaign was stopped in 1997 because it was thought to be targeted to children, it was effective because Joe Camel was more recognizable than Mickey Mouse and Fred Flintstone but it was attracting the wrong target.

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  1. March 27th, 2015

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