Enough with the Pink Ladies

Just when women thought they had grown past the inherent stereotypes of childhood Barbie dolls, butterfly barrettes, and pink-hued outfits, Camel introduces its new cigarette variety, Camel No. 9—whimsical and complete with fuchsia packaging.

R.J. Reynolds Tobacco recently embarked on a branding campaign to increase its share of the female cigarette market, launching a new variety of Camel cigarettes for female consumers. The Camel No. 9 cigarettes—along with a new name—will come in brightly colored fuchsia and teal packages.

Where should I start my rant on this ridiculous marketing campaign?

Wanting to expand your market and reach new customers is great. Camel has maintained a majority of male consumers—70 percent—as opposed to its competitors Newport and Marlboro who have maintained an equal number of consumers from each gender, reports the NYTimes.com article. Camel has a large potential margin for growth in the female consumer sector. But I have to question why that has been the case. I highly doubt the use of the former Jo Camel mascot was the only reason (the cartoon character appealed more to children and teens anyway). Could it be that Camel cigarettes are stronger and less tasteful than the other brands? Maybe women just don’t like the product.

But whatever the reason, putting the same old cigarettes in a shiny box isn’t going to cut it. R.J. Reynolds isn’t refocusing Camel or even launching a new Camel product. The cigarettes are no different than the original plain-packaged Camel brand. If you’re going to market to women, you need to create and change the product in a way that makes the product itself represent feminity and sophistication. Don’t just put the same old product in a pretty box.

It irritates me that Camel would simply repackage and rename their product to try to appeal to women.  It’s quite belittling and implies that women are more focused on the superficial rather than what they’re getting from the actual product. Again, give me something more.  If I were a smoker and going to change brands—say from Newport Lights to Camel’s No. 9-- I would want to know how the new packaging reflects the new product and what benefits I’ll get. Better filtration? A more refined taste? Sweeter, less offensive smelling smoke? Anything?   

New products—even a revamped old one—should deliver something fresh and better. Maybe R.J. Reynolds should get dressed to their nines, smoke a pink cigarette and mull it over.

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I'm sorry but I have never smoked Camel at all. I smoke Marlboro Lights ever since. But my friends told me that Camel Lights taste better than my brand.

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. My wife purchased a pack and loved the packaging and taste. I however did not care for them. They were too light for me.

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I wouldn't say that Reynolds is simply 'repackaging' with the same old cigarette when they are, in-fact, not. Please check your sources (especially since you are a non-smoker) before blindly informing the public.

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[Leah]

I agree with Kevin. These aren't 'strawberry flavored' or anything that is candy-like, i heard they have a bit of vanilla in them, like the Camel crema's which were put off the market ( i used to smoke those). You can taste it.. they're not the same blend. Much lighter and 'creamier'. Are you even a journalist? Or just another PTA mom?

[michael jones]

The number of people smoking cigarettes is increasing every single day. All of them would like to have plenty of choices when going out to buy a pack of cigaretts. Moreover even people who don't smoke regularly when doing some tough things like home improvement go and buy cigarettes. And the best looking package wins.

[Kevin]

You say that they are replacing the same old cigarette into a new box, but as a matter of fact the new camel no.9's have a slightly different taste to them. Many say that it is a small hint of strawberry. I wouldn't say that Reynolds is simply 'repackaging' with the same old cigarette when they are, in-fact, not. Please check your sources (especially since you are a non-smoker) before blindly informing the public.

[Mike]

I smoke Camel Lights and you are correct that most women do not like the Camel Classic styles. I can tell you that women love the Camel No. 9's. My wife purchased a pack and loved the packaging and taste. I however did not care for them. They were too light for me.