CAMEL HERITAGE Sosss o6ze Fe2 SITUATION Client and Agency are avare that the original packaging Of CAMEL eigerettes has an unexplained mystique ‘The uniquely-designed package has developed its own tradition, or heritage, from this mystique, Further, the cigarette currently enjoys « market share on the West Coast startlingly higher than national market shart Both Client and Agency are looking for ways to capitalize on the Cael package mystique and its West Coast phenonens and for further explanations of the meaning of the Camel Pack. Sone ideas are presented here,PACKAGING HISTORY Camel cigarettes, 72 years old, was set apart at its origination by its packaging. Before Camel was introduced in 1914, there were other Turkish tobacco products and Turkish inage cigarette: They were called Fatina, Onar, Mecca, and by 1903 they had 254 of the market. ‘As can be viewed fron their Packaging, they played up the inage of exotica with Haren girls and the minarets of "Mecca." But in 1914 R,J, Reynolds mixed his successful Prince Albert tobacco formula into a cigarette with Turkish, Burley and Bright Les introduced it with « $1,500,000 ad campaign that announced "The Canels Are a campaign that took immediate advantage of She parsing of the Canel. by 1918 Canel had 4On-of the In the beginning Camel looked different than the other Turkish cigarettes, the focus being on the aninal, not on the exotic Eastern trappings. Camel still looks different. In 1958 there was an attempt to redesign the package; to Rodernize it. The public and R.J, Reynolds, Jr. protested fo such an extent the package was reverted to the original. 2 1. Goodbye To All That, Harris Levine, McGraw-Hill, 1970, pp32-36~ 2 St41i Lite With Woodpecker, Tom Robbins, Bantam Books, 1984, LP gz90 98908