Joe Camel
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Joe Camel was the cartoon mascot for Camel cigarettes from late 1987 to July 10, 1997. His cartoon figure and "cool" image caused controversy about the campaign's purported targeting of children.
Joe Camel was conceived in late 1987 by the R.J. Reynolds Tobacco (RJR) marketing team. At that time, RJR's staff found that the Camel brand had a reputation as an "old-man's cigarette". The staff wanted a new campaign to attract younger smokers.
In 1991, the American Medical Association published a study showing that more children 5 and 6 years old could recognize Joe Camel than could recognize Mickey Mouse or Fred Flintstone, and alleging that the "Joe Camel" campaign was targeting children. At that time it was also estimated that over 1/3 of all cigarettes sold illegally to underage buyers were Camels.
The AMA asked RJR Nabisco to pull the campaign. RJR refused, and the Joe Camel Campaign continued. In 1993 and 1994, more appeals to end the campaign followed. In July 10, 1997, RJR announced it would end its Joe Camel campaign, ceasing to disseminate all ads showing the character. A new campaign with a more adult theme debuted; instead of Joe Camel, it had a plain image of a quadrupedal, non-anthropomorphic camel.
Anti-smoking and consumer advocacy groups assert that the Joe Camel campaign is a reminder of how easily children are manipulated by advertising and marketing. Similar groups sometimes associate Ronald McDonald of McDonald's with Joe Camel, implying that the clown, through his role in promoting his parent corporation's fast food, is to blame for obesity and other related dietary problems.