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