Monday, March 22, 2010

Cigarette Ad Targets Female Teens

An anti-smoking group claims that RJ Reynolds cigarette brand Camel No. 9 may have targeted teenage girls in their marketing and advertising campaign. After it came out in leading women's magazines, 44% of the girls aged 15 were able to name a cigarette brand based on advertising.

RJ Reynolds denied directing its marketing strategy to teens. Camel No. 9 was launched in early 2007. One ad concept shows a classic little black dress in high fashion layout, with women's accessories and cigarettes packaged in black leather, bordered in magenta or teal.

In another layout, the teal-menthol and magenta-regular cigarette packs are bedecked with flowers and have a tagline that reads “light and luscious.”

The ad campaign was featured briefly in 10 national magazines, which included Vogue, Glamour, Cosmopolitan, In Style, and Marie Claire. During the launch, Camel No. 9 gave-away several freebies like cellphone jewelry, berry-flavored lip balm, and Rocker Girl wristbands.

Even if cigarette manufacturers don't admit targeting teens for their advertising and marketing campaigns, they have a long history of marketing to women since the mid-1920s, with the Lucky Strike brand ad that featured figure-conscious women to “Reach for a Lucky Instead of a Sweet.”

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