2013 is a significant year for Camel cigarettes. The cigarette brand turns 100.
In 2008, RJ Reynolds introduced Camel Crush. It presents a traditional filtered Camel cig with a new detail - a menthol capsule. It is inserted in the filter in order to the smoker can try a burst of menthol, switching a regular cigarette into a minty smoke by squeezing it.
The company says, “gorgeous, irreverent style of Camel attracts adult tobacco consumers,” and it praises Camel Crush as a “Growth Brand.”
A private 1976 Reynolds memo identified that young people at the ages of 14-18 years old represents a growing section of the smoking society so that Reynolds must in a little while create a profitable innovative brand in tobacco market if the position of the company in the tobacco industry is to be held over the long term.
Several years after a Reynolds “Strategic Research Report” that presented at top corporate levels established that young smokers have been the key point in the development and drop of every main brand and firm during 50 years. A data presented in the memo is called “Younger Adults’ Importance as Replacement Smokers” and presents the start age for smokers as 13. The main point claims that more than 50% of men take up smoking at 18, and only 5 percent take up after age 24.
In May 2012, Camel had demonstrated a 21% hike in market share among youngsters aged 12-17 years. This was an increase related to the Camel Crush. Reynolds states that inventions such as Camel Crush are portion of a new generation of tobacco related products.
Around 40 years ago, Claude Teague, a senior analyst with R.J. Reynolds, published a private “Research Planning Memorandum on Some Thoughts About New Brands of Cigarettes for the Youth Market.” The memo says that Reynolds should get its share of the youth market and thus it will require new brands to that market. Subsequently, the company needs to create new brands to attract young smokers, while at the same time being attractive to all smokers.
via Articles of Cigarette-Deals.com
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