Camel Push

R.J. Reynolds offers new flavors, promotions for flagship brand

WINSTON-SALEM, N.C. -- Since announcing in February that it is focusing most of its energies on its Camel and Kool brands, R.J. Reynolds Tobacco Co. has been working to further grow the Camel brand with new products and a Las Vegas-style promotion aimed at attracting adult smokers.

In the third and fourth quarters of 2005, retailers will have the chance to get involved in the Camel Casino promotionthe brand's integrated promotion for 2005 that is oriented around the high-flying Las Vegas lifestyleas new packages and flavors arrive.

Camel is R.J. Reynolds' No. 1 investment brand, it is our flagship, said Fred McConnell, manager of corporate communications for the Winston-Salem, N.C.-based tobacco company. To promote the brand the company is launching Showgirl Slide-packsunique cigarette packs that slide out, revealing the cigarettes.

The limited-edition slide-packs of Camel Full-Flavored and Camel Lights feature images of Vegas showgirls in various poses and will be available for Camel Full-Flavored and Camel Lights. The special packs will be offered at limited retail locations.

The company is also introducing promotional Vegas Tins, three new limited-edition flavors of Camel Exotics blends. The new super-premium products will be available in Jackpot Gin, Screwdriver Slots and Snakeye Scotch, McConnell says.

In addition to the new flavors and packaging coming out later this year, the promotion has several major elements, including a premium promotion built around Camel Chips. These poker chips with alphanumeric codes are delivered through advertising, direct mail, e-mail and product packing. Adult consumers can redeem the chip codes online by visiting Premiums include items such as Zippo lighters, music downloads and even iPods. The website also features faux gaming, including blackjack, roulette and poker that are for entertainment purposes only.

In August, R.J. Reynolds launched the Sin City National Tour, a rock band tour hitting large clubs and nightspots in 20 cities with acts like Puddle of Mudd and Kings of Leon.

Earlier this summer, R.J. Reynolds moved to further build the Camel brand by introducing Turkish Silver, a new addition to its Camel Turkish family, a group of products that contain a higher percentage of Turkish tobacco for a mellower smoke.

Turkish Silver is in the premium lights segment and joins Turkish Gold, Turkish Jades (Menthol) and Turkish Royal.