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Reynolds is also popular for being in possession of award-winning advertising skills. After starting up his tobacco company, and advertising it through the print media, he was regarded as the leading innovator by the members of his society. In 1913, Reynolds introduced the Camel brand, which enticed consumers by providing them with a lifestyle that no other cigarette brands did (Gillespie, 2012).
RJR resurrected its Camel brand in 1987 and renamed it Joe camel. Joe Camel reflects a cartoon camel that has been pictured wearing sunglasses. A large number of people stipulate that this move was a ploy aimed at enticing young children to start smoking. However, RJR denied the idea and said that Joe Camel was a smooth character whose role was to attract the attention of adult smokers. This criticism was raised by the Journal of the American Medical Association, which stipulated that children who were aged 5 and 6 years were able to recognize Joe Camel than they could with Mickey Mouse (Gillespie, 2012). In this case, it was alleged that the Joe Camel campaigns targeted children to become smokers, regardless of RJR’s contentions that the campaign was researched among adults, and it was directed towards smokers who used other brands.
In 1988, RJ Reynolds Tobacco Company initialized an advertising campaign to boost the popularity of its Camel brand, which featured the Joe Camel cartoon. Later it was revealed that Joe Camel was rivalling Mickey Mouse in terms of recognition and that children who were as young as 11 years were able to notice the advertisement more than any other person regardless of his or her age. From the time, the campaign was started; the market share for the Camel brand had risen from 0.5 percent to 32.8 percent by 1991 (Calfee, 2000). Because of this, RJ Reynolds realized that it managed to make approximately $476 million sales illegally from Camel cigarettes to young children every
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