NEWS: MCM going ‘off the wall’ to target Camel smokers

RJ Reynolds Tobacco has hired MacLaurin Communication and Media to boost the profile of its Camel cigarette brand among 18 to 24 year-old smokers.

RJ Reynolds Tobacco has hired MacLaurin Communication and Media to boost

the profile of its Camel cigarette brand among 18 to 24 year-old

smokers.



MCM beat incumbent agency Revolver Communications to win the eight month

project last week.



It is planning an ‘off the wall’ consumer PR campaign to convert younger

smokers to the brand - the second largest in Europe but with a less than

three per cent share of the UK market. (Mintel).



MCM account director Nick Skeens acknowledged an element of controversy

is required to reach potential Camel smokers who, research shows, are

‘distinctive, individual and self-confident.’



‘Camel already commands a lot of respect in the target market,’ said

Skeens. ‘MCM’s job will be to amplify this positive image.’



However, he stressed the PR campaign would not be targetting new or

under-age smokers.



The agency is negotiating ‘the forest of regulations and voluntary

agreements’ which surround cigarette promotion in the UK before deciding

on a final brief next week.



MCM will work with Camel’s world wide advertising agency McCann

Erickson.



The brand’s long-standing advertising ambassador Joe Camel was

criticised by the US government last year for its appeal to youth and

subconscious sexual imagery.



The US Food & Drug administration has announced a series of limits on

outdoor magazine and sponsorship, fuelling concern among UK tobacco

manufacturers over increased promotional restrictions.



‘There’s a recognition this may be the last ad campaign before any

cigarette advertising ban brought in by a new Government,’ said Skeens.



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