Target Weight Men
A Completely Different Camel. The New York Times announced today that the R.J. Reynolds Tobacco Company is introducing a new variety of Camel cigarettes designed for female smokers. The new “light and luscious” Camel No. 9 comes in a pretty black box with pink and teal accents. Camel has traditionally been thought of as a predominantly “male” cigarette. With this new marketing strategy, Reynolds claims to be attempting to capture some of the female smokers who usually purchase cigarettes like Virginia Slims and similar brands. Putting out variations on an already popular brand is nothing new. New names, flavors, designs, and package styles can provide a boost for slow products. In this case, women are being targeted with marketing strategies specifically designed for them.
Getting Kids’ Attention. However, these marketing strategies clearly reveal an attempt to attract new, younger smokers as well. The fact is that very few smokers begin as adults. That means that kids and teenagers are, by default, prime targets. Ads in adult magazines with large teenage readerships, as well as promotions tied to concerts and other youth oriented activities, belie claims that tobacco advertising’s sole purpose is to encourage adult smokers to switch brands. And products with an emphasis on coolness, fun, and sexiness are certainly going to have appeal for teenage girls.
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