R.J. Reynolds - trying their hardest to recruit new tobacco users..

November 13, 2010 - The Break Free Camel trademark has been around for over a year. It has appeared on just about all ads for Camel SNUS and now Camel cigarettes.

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The R.J. Reynolds Tobacco Company
introduced Camel cigarettes in 1913.



A part of an ad in Maxim magazine, the November 2010 issue, linked to a contest to select the most beautiful semi-nude model. Here's the rest..
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Camel SNUS ads - Car and Driver Magazine - 2010.. from January 2010. With the Break Free trademark along with ridiculous sayings that could only be understood by young adults and all the kids that want to be young adults.

Now as part of its 10-week "Camel Break Free" campaign, the company redesigned its Camel Blue (Camel Lights) packaging to mirror the skylines of 10 "cool" places across the nation, including Austin, Texas, Seattle, and, naturally, the hipster's mecca Williamsburg (of Brooklyn, NY). (Hipster - someone who rejects the established culture; advocates extreme liberalism in politics and lifestyle..)

The cities targeting..click to enlarge..



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R.J. Reynolds Tobacco Co. says it chose Williamsburg (area of Brooklyn, NY) and ten other neighborhoods across the country because it's a community that's in line with ideas smokers associate Camel with—innovation, freedom and individualism. Those traits apparently also exist in smokers hanging out in Austin, Seattle, Las Vegas and New Orleans where the dromedary (Arabian camel - Camelus dromedarius) will also be showing up on packs of smokes soon.

The campaign asks customers to buy the cigarettes and sign up for prizes on the website, which at least one blogger says Williamsburgers are much too cool to do. (Of course, once the potential tobacco users sign up they are not going to let the person go..)

. Several weeks ago, RJR launched this new online and direct mail marketing campaign, called the “Break Free Adventure,” in which the Camel brand “visits” 10 different U.S. locations over a 10-week period. Visitors to the Camel web site can win prizes by reading a clue and guessing where Camel is that week. Each week, a new package design for Camel cigarettes is unveiled that features the name of that week’s location and some of its iconic images. Other locations include Route 66; Bonneville Salt Flats, UT; Sturgis, SD; and Winston-Salem, NC.

The locations involved have several qualities in common, including an association with independent music, fun times, rebellion and freedom of the road. By associating Camel cigarettes with these locations and their trendy reputations, RJR is continuing its longstanding efforts to make the Camel brand appealing to youth. It truly is the Joe Camel campaign all over again. It echoes many of the youth-appealing themes of the Joe Camel campaign, in which the now-banned cartoon camel was often depicted with fast cars and motorcycles or having fun at parties. View images from Campaign provide by Campaign for Tobacco-Free Kids..

Reference: A Dromedary Lands in Brooklyn: New Cigarette Campaign To Feature Williamsburg's Bedford Ave., By Douglas Q. Smith: WNYC Culture Producer, 11/12/2010, Camel Launches Williamsburg-Brand Cigarettes Marketing campaign says customers will earn "serious street cred", nbcnewyork.com, 11/12/2010; R.J. Reynolds Uses Names and Images of Cool U.S. CitiesTo Market Camel Cigarettes to Kids, Matthew L. Myers, President, Campaign for Tobacco-Free Kids, 11/12/2010; Group Says Camel Packs Lure the Young by DUFF WILSON, The New York Times, 11/12/2010..