Camel (camel in French) is a cigarette brand created by the RJ Reynolds Tobacco Company (RJR) in 1913 at the initiative of Roman Caramalli and now owned by Japan Tobacco Company. Despite the name, brand logo represents a dromedary. The logo was inspired advertising communications conducted from 1987 until 1997 by the firm as a mascot named Joe Camel (or Old Joe)
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In 1913, when the circus Barnum in Kentucky, R.J.Reynolds is take a picture of an old camel named Old Joe. This snapshot, taken laboriously because of the uncooperative animal, as a model for the image of the cigarette package. The launch of this new logo “exotic” will be a launch campaign for considerable time since mobilized almost 250,000 dollar budget. The slogan for this campaign was “The camels are coming” (camels arrive)
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