Five U.S. senators asked the Federal Trade Commission on Friday (5/4/2007) to investigate what they say are R.J Reynolds Tobacco Co.’s attempts to app

May 4, 2007 - Five U.S. senators asked the Federal Trade Commission on Friday (5/4/2007) to investigate what they say are R.J Reynolds Tobacco Co.’s attempts to appeal to teenage girls with ads for its sleekly packaged Camel No. 9 cigarettes. R.J. Reynolds launched the brand in February 2007. It says the cigarettes are aimed at adult female smokers. But anti-smoking groups and others have argued that the product — from its name, which recalls an upscale perfume, to the packaging to the ads — appears designed to lure teens or young women. The cigarettes come in black boxes with a border of teal or fuchsia. They’re advertised in women’s magazines (Vogue, Glamour, Harper's Bazaar, Lucky, Jane, Essence) under the slogan “Light and Luscious,” on textured paper adorned with images of red roses and lace. Matthew Myers, president of the Campaign for Tobacco-Free Kids, said such legislation is needed to stop companies like R.J. Reynolds from marketing to young people. “This Camel campaign is one of the most egregious, blatant attempts to make cigarette smoking sexy, cool and popular among teenage girls that we’ve seen in years,” Myers said. (MSNBCThe name, Camel No. 9, according to the marketers, is supposed to evoke ‘cloud nine’ or being ‘dressed to the nines’. The company is reaching out to women with a hot pink and teal package adorned with flowers and slogans such as ‘light and luscious’. It remains to be seen whether this marketing tactic based on the Camel brand and a US$25 million campaign will make the new Camels )Click on image to enlarge.