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RJR Nabisco's cartoon camel promotes camel cigarettes to children.

J R DiFranza1, J W Richards, P M Paulman

  • 1Department of Family Practice, University of Massachusetts Medical School, Fitchburg.

JAMA
|December 11, 1991
PubMed
Summary

Camel

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Area of Science:

  • Public Health
  • Marketing Research
  • Tobacco Control

Background:

  • Tobacco advertising plays a significant role in shaping consumer behavior.
  • Concerns exist regarding the targeting of youth by the tobacco industry.
  • Cartoon-themed advertising has been a notable strategy in cigarette marketing.

Purpose of the Study:

  • To evaluate the effectiveness of RJR Nabisco's "Old Joe Camel" cartoon advertising campaign.
  • To compare the impact of this advertising on children versus adults.
  • To assess children's exposure, recall, and influence from cigarette advertising.

Main Methods:

  • Utilized four standard marketing measures to compare advertising effects.
  • Surveyed high school students (grades 9-12) and adults (aged 21+).
  • Assessed recognition of the cartoon character, brand recall, preference, and ad appeal.

Main Results:

  • Children showed significantly higher exposure (97.7%) and recognition of the "Old Joe Camel" character compared to adults (72.2%).
  • Children demonstrated superior product (97.5%) and brand name (93.6%) recall.
  • Camel cigarettes' share in the youth market surged from 0.5% to 32.8% post-campaign.

Conclusions:

  • "Old Joe Camel" cartoon advertising was substantially more effective in marketing cigarettes to children than adults.
  • This strategy aligns with industry documents suggesting a focus on initiating and maintaining youth tobacco addiction.
  • The findings highlight the critical need for stringent regulations on youth-targeted tobacco marketing.

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