Joe Camel
Joe Camel | |
---|---|
First appearance | 1974 (Europe) 1988 (US) |
Last appearance | 1997 |
Created by | R. J. Reynolds Tobacco Company |
Joe Camel (also called Old Joe) was an advertising mascot used by the R. J. Reynolds Tobacco Company (RJR) for their cigarette brand Camel. The character was created in 1974 for a French advertising campaign, and was redesigned for the American market in 1988. He appeared in magazine advertisements, clothing, and billboards among other print media and merchandise.
In 1991, the
Description
Joe Camel is an anthropomorphic
With television advertisements for cigarettes outlawed in the United States before Joe Camel's debut,[3] the character was often seen on billboards, magazines, clothing, and other promotional displays.[4] Early advertisements often depicted Joe alongside the motto "Smooth character."[1] Camel brand owner, R. J. Reynolds (RJR), also ran promotions in which customers could redeem "Camel Cash" vouchers for Joe Camel gear including clothing, watches, mugs, lighters, and shower curtains.[5]
Some critics wrote that Joe's nose was drawn in a phallic fashion, as to suggest that smoking is a virile pursuit.[1] This was dismissed by its designer.[6][7]
History
Background
The
Character creation
The character Joe Camel was created in 1974 by British artist Nicholas Price for a French advertising campaign for Camel cigarettes. The new Joe Camel character was subsequently used in advertising in other countries throughout the 1970s.[1] This European iteration of Joe Camel was first seen in the United States in 1988 when Greensboro, North Carolina company Trone Advertising used the character in promotional materials created for the Camel brand's 75th anniversary.[1]
The American version of Joe Camel was created later by art designer Mike Salisbury working on contract for the brand's main agency,
The success of the campaign made the character a key part of Camel's advertising.
JAMA studies and Mangini lawsuit
In December 1991, the
Among those who read the JAMA papers was San Francisco-based family law attorney Janet Mangini.[12][13] In 1992, she sued RJR as a private citizen,[13] challenging the company for targeting minors with the campaign.[12] In her complaint, Mangini alleged that Camel sales to teenagers increased from $6 million to $476 million over the four years since the campaign began.[13] RJR attempted to dismiss the lawsuit, saying that only the federal government could regulate its advertising, but a California state court reviewed the case, and in 1994 permitted Mangini to proceed with the lawsuit.[13][14] RJR attempted to appeal to the United States Supreme Court to have the case thrown out, but their request was turned away.[12][15]
The JAMA studies did have their critics. The Journal of Advertising published a study in September 1994 in which five university professors, who specialized in marketing and advertising, criticized the ethical standards of the studies. By evaluating the papers against academic research standards, the reviewers identified major flaws with regards to reliability and validity, and accused the DiFranza study of using pre-determined results.[16] The designer of Joe Camel, Mike Salisbury, said there was never any intent to attract children.[6] He explained that RJR rejected some designs on the grounds they would appeal too much to children, and that there was a conscious effort to make him look like a 30-year old.[6]
Federal Trade Commission complaint
In response to the JAMA studies, the American Heart Association, American Lung Association, and American Cancer Society wrote a joint letter in 1991 to the Federal Trade Commission (FTC) asking them to force RJR to end the Joe Camel campaign.[17] The FTC investigated the case for two years,[18] but in 1994 decided not to act after three of five commissioners could not find sufficient evidence that RJR violated federal law.[19][20] After President Bill Clinton appointed new FTC chairman, Robert Pitofsky, and member Christine Varney,[21] the FTC announced in February 1997 they would re-examine the case.[20]
On May 28, 1997, the FTC concluded that the Joe Camel campaign was targeted to youth and requested a court order to end the campaign.[22][23] In the complaint, the FTC alleged that RJR was exploring ways to appeal to younger smokers and "first usual brand" smokers as early as 1984. They concluded that the health injuries to children from smoking were not "reasonably avoidable" given children's inability to understand the consequences of smoking. They concluded that the campaign violated federal law as an "unfair practice" under Section 5 of the Federal Trade Commission Act, which prohibits ‘‘unfair or deceptive acts or practices in or affecting commerce.’’[24]
End of the campaign
By March 1997, Joe Camel was already absent from Camel advertisements as a temporary measure by RJR while federal litigation was in progress.[25] RJR officially ended the Joe Camel campaign on July 10, 1997.[26] The move came just weeks after the FTC complaint in May, and shortly after RJR and other tobacco companies agreed to pay a $368.5 billion settlement to states seeking to recover costs due to tobacco-related illnesses.[5] Additionally, the tobacco industry and 40 state attorneys general had just settled on a ban on the use of cartoon figures in cigarette ads, though the settlement had yet to be ratified by Congress or seen support from President Clinton.[27]
Joe Camel was phased out of point-of-purchase advertising, followed soon by billboards and print ads.[5] The campaign closure increased interest in Joe Camel memorabilia.[28] The campaign was replaced with the ''What you're looking for" campaign which used the original plain camel from the pack design.[26] In September, RJR agreed to pay $10 million to San Francisco and the other California cities and counties who intervened in the Mangini litigation. The money was earmarked primarily to fund anti-smoking efforts targeted at youth.[27]
Legacy
The Joe Camel campaign has been suspected of inspiring similar ad campaigns. In late 1991, Brown & Williamson ran marketing tests for a revival of their penguin mascot, Willie, for their Kool cigarette brand. The character had appeared in Kool advertisements from 1933 to 1960. The New York Times noted that the campaign was likely influenced by Joe Camel. Anti-smoking groups criticized the test campaign.[1] Also, anti-drinking groups accused Anheuser-Busch of similar practices in 2004 for their "Bud-weis-er" frogs, and groups fighting childhood obesity criticized Ronald McDonald and other characters for promoting unhealthy foods. Litigation proceedings used the precedence of the Joe Camel to further their case.[8] In 1996, Adbusters magazine published a subvertisement called "Joe Chemo", featuring a bedridden and dying Joe Camel.[29][30] The parody was developed in collaboration with psychology professor Scott Plous, who initially proposed the concept.[31] The character was shared in the advertisement trade magazine Adweek.[32]
The success and effect of the Joe Camel campaign has been assessed by academics in retrospect. A paper in the
References
- ^ a b c d e f g h i j k l Elliott, Stuart. The Media Business: Advertising - Camel's Success and Controversy, December 12, 1991, The New York Times.
- ^ "Contemporary heroic camel mascot"
- ISSN 0028-792X. Retrieved August 9, 2023.
- ^ Journal of the American Medical Association.
- ^ ISBN 978-0313314810. Retrieved September 4, 2020.
- ^ a b c d e f g Dubin, Zan (October 1, 1996). "Joe Camel an Adults-Only Party Animal, Creator Says". Los Angeles Times. Archived from the original on October 2, 2022. Retrieved October 2, 2022.
- ^ a b c d e f Dooley, Michael (July 1996). "Defending Joe Camel, sort of". Print. 50 (4).
- ^ S2CID 167322396.
- ^ Bhat, Harish (March 7, 2021). "The Curious Marketer. Where have all the camels gone?". BusinessLine. Retrieved August 11, 2023.
- PMID 16434689.
- PMID 1956102
- ^ a b c "Supreme Court -- Cigarette Maker Loses Ruling On Joe Camel Ads | The Seattle Times". archive.seattletimes.com. Retrieved September 28, 2022.
- ^ a b c d Warren, Jenifer (July 1, 1994). "State High Court Clears Way for Suit Over Joe Camel Ads : Smoking: Plaintiff claims R.J. Reynolds Tobacco Co. uses the popular cartoon mascot to sell cigarettes to minors. In a separate case, jurists agree to consider reinstating campaign donation limits". Los Angeles Times. Archived from the original on November 11, 2020. Retrieved October 3, 2022.
- ^ 7 Cal. 4th 1057, 1073-74 (1994). R. J. Reynolds. Mangini v. R. J. Reynolds Tobacco Co.
- ^ "R.J. Reynolds Tobacco fumes over Joe Camel court case". Chicago Tribune. November 28, 1994. Retrieved October 3, 2022.
- JSTOR 4188935.
- ISSN 0190-8286. Retrieved October 2, 2022.
- ^ "FTC to decide whether to sue RJR Tobacco for Old Joe ad". Marketing News. 27 (10): 6. May 10, 1993.
- S2CID 158600816.
- ^ a b Yang, Catherine (February 17, 1997). "BUSTING JOE CAMEL'S HUMP". BusinessWeek (3514): 6.
- ^ Teinowitz, Ira, Ira (March 31, 1997). "Joe Camel in FTC's sights again". Advertising Age. 68 (13).
- ^ "FTC seeks to ban Joe Camel in ads". Washington Post. Vol. 120, no. 175. May 29, 1997.
- ^ "Joe Camel ads illegally target kids, FTC says". Wall Street Journal. 229 (104). May 29, 1997.
- ^ "Joe Camel Advertising Campaign Violates Federal Law, FTC Says". Federal Trade Commission. May 28, 1997. Retrieved October 2, 2022.
- ^ "Where's Joe?". Advertising Age. 68 (11): 24. March 17, 1997.
- ^ from the original on November 18, 2018. Retrieved September 28, 2022.
- ^ a b Lee, Jean H. (September 9, 1997). "R.J. Reynolds agrees to pay $10 million in Joe Camel lawsuit". AP News. Retrieved October 3, 2022.
- ^ Burger, Katrina; Munk, Nina (August 11, 1997). "Joe cashes in". Forbes. 160 (3): 39.
- ^ Walker, Rob (January 29, 2006). "Tribute Brand". The New York Times. Archived from the original on October 22, 2016.
- ^ Sommer, J. (December 22, 2012). "The War Against Too Much of Everything". The New York Times.
- ^ "Meet a professor of the year". GradPSYCH Magazine. American Psychological Association. 2007.
- ^ Edwards, J. (August 18, 1997). "Notes from the underground". Adweek. pp. 23–26.
External links
- Joe Camel at Don Markstein's Toonopedia. Archived from the original on October 8, 2016.
- A gallery of Joe Camel advertisements.[permanent dead link]
- Joe Chemo, an anti-smoking website based on an Adbusters character
- Internal documents produced in the Mangini vs. RJ Reynolds Tobacco Company trial