For the nearly all of their first fifty years of existence, Camel
Cigarettes sat at the top of the marketplace. But a shift in
consumer tastes toward filter cigarettes, begining in the late
1950s, led to a slow erosion of Camel's market share. To stem this
loss, R.J. Reynolds began one of the most clever and effective
campaigns in advertising history. On its 75th anniversary in 1988 a
suave, new character appeared in the Camel Advertising: Joe Camel.
This began the most recent chapter in a tradition of fine
advertising started by R.J. Reynolds himself. This book documents
the Camel advertising from 1964 to 1995. In addition to traditional
posters and signs, these years saw the introduction of hundreds of
premiums and merchandise bearing the Camel logos that have found
their way into collections of tobacco memorabilia around the world.
Each piece is illustrated in full color and current values are
given to help the collector.
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