Smokers have noticed the changes that have taken place with one of the oldest tobacco brands - Camel Cigarettes. Pack with a camel changed its clothes. This is the first step the company Japan Tobacco Int. (JTI) to change the image of these cigarettes.
Now replaced macho, gonyayuschemu jeep through the jungle and prodirayuschemusya (who, incidentally, died several years ago of lung cancer), "came the modern individualist" - successful, able to enjoy life, despite its rapid rhythm.
Although camels left themselves cigarettes will now be "unisex" for a successful urban dwellers. A new outdoor advertising shows a young man who sits by closing their eyes and hands on a pack of Camel spin.
In the "female version" girl lies on her back on the stack of cigarettes. As the director of marketing JTI in Russia and Belarus Antoine Ernst, "the launch of the new Camel Cigarettes has already taken place in Spain, Italy, France and Germany. There, representatives of JTI were very satisfied launch programme, they declare grand successes.
In Germany, concludes a new Camel Cigarettes caused such a significant transformation, which the market has not seen a long time ago. Camel Cigarettes and above was one of the fastest growing brands in Western Europe - in one of the most stable markets.
The growth in sales volume for 2001 was about 7% - it is quite a lot, given the absolutely planar development of the world tobacco market. With a new acceleration, we believe that the Camel Cigarettes, as a tobacco brand in the world number three, will be able to markedly strengthen its position ".
2008-03-20
JTI has changed the design Camel Cigarettes
The company Japan Tobacco International (JTI) to the Russian market displays a limited series of its cigarette brand Camel Cigarettes Front with radically modified design. This "limited edition" is already practising one of the JTI competitors - the company Philip Morris. Experts note that such actions are designed to attract additional attention to the brand is already available to consumers, have become increasingly widespread. These techniques are particularly relevant to products whose advertising activity is limited by law.
As described 'Manager of Public Relations office JTI Russian Anatoly Vereshchagin, in September in 25 cities of Russia limited selling Camel Cigarettes party with a new design. Instead of the classic Camel Cigarettes on the package shows an entire track: camel goes on trees along the winding road, and the usual stack of yellow background patterns decorated with cigarettes. In doing so, taste, shape and price of cigarettes remained unchanged. "This is our largest action in issuing a limited series - said Mr. Vereshchagin .- First Similar issues were distributed only in the networks HoReCa (hotels, restaurants, cafes)."
Such a limited series of its brands already produced several times in Russia company Philip Morris. Thus, in March this year to sell Marlboro cigarettes came in the pockets of silver, opened the side. And one of the parties in Parliament was painted metallic blue color. "We wanted to add momentum to its key brands," - explains press secretary Irina Bakhtina Philip Morris.
Issues of the limited series is often practiced today beverage manufacturers and food. Thus, the brewery Baltika for several years from November to January produces special "seasonal" class beer Tuborg Christmas Brew. A company "Russian Alcohol (brand Glavspirttrest) publishes monthly instalment limited vodka Green Brand", labels showing pictures of the artist Vladimir Lyubarova. "You may also recall the special new taste 'Holiday' juice 'Dobry' - apple, vanilla and cinnamon - tells Senior Project Manager for the company KOMKON research Anna Uvarova .- And many confectioners to make every holiday special packages for their traditional sets of chocolates."
Notably, the Experts no single answer - whether the limited series of sales growth? For example, Philip Morris refers to the data research company Business Analysis ", which recorded a small increase in sales of Marlboro in the first half of 2006, following the action. Dole brand has grown over the same period of last year to 0.14% (for the highly competitive tobacco market is a good indicator). In other companies more skeptical look at these figures. "I sell and so grow each year - said the commercial director of 'Russian alcohol' Vadim Kasyanov .- The pictures on bottles rather simply attract attention." A director of brand development company Baltica Denis Sherstennikov stresses that such experiments could only afford brand-leaders: "Weak mark is only dilute its target audience."
Marketing note that the further release of the limited series will be increasingly in demand. "While manufacturers to daily goods such acts sporadic, but they will soon become commonplace" - believes director of Qualitative Quest Aleksandr Makarov. A chapter of "Russian tobacco Maxim Korolev drew attention that one of the first limited series began practicing companies, whose advertising opportunities are limited by law:" For them, this is an additional way to promote their brand."
As described 'Manager of Public Relations office JTI Russian Anatoly Vereshchagin, in September in 25 cities of Russia limited selling Camel Cigarettes party with a new design. Instead of the classic Camel Cigarettes on the package shows an entire track: camel goes on trees along the winding road, and the usual stack of yellow background patterns decorated with cigarettes. In doing so, taste, shape and price of cigarettes remained unchanged. "This is our largest action in issuing a limited series - said Mr. Vereshchagin .- First Similar issues were distributed only in the networks HoReCa (hotels, restaurants, cafes)."
Such a limited series of its brands already produced several times in Russia company Philip Morris. Thus, in March this year to sell Marlboro cigarettes came in the pockets of silver, opened the side. And one of the parties in Parliament was painted metallic blue color. "We wanted to add momentum to its key brands," - explains press secretary Irina Bakhtina Philip Morris.
Issues of the limited series is often practiced today beverage manufacturers and food. Thus, the brewery Baltika for several years from November to January produces special "seasonal" class beer Tuborg Christmas Brew. A company "Russian Alcohol (brand Glavspirttrest) publishes monthly instalment limited vodka Green Brand", labels showing pictures of the artist Vladimir Lyubarova. "You may also recall the special new taste 'Holiday' juice 'Dobry' - apple, vanilla and cinnamon - tells Senior Project Manager for the company KOMKON research Anna Uvarova .- And many confectioners to make every holiday special packages for their traditional sets of chocolates."
Notably, the Experts no single answer - whether the limited series of sales growth? For example, Philip Morris refers to the data research company Business Analysis ", which recorded a small increase in sales of Marlboro in the first half of 2006, following the action. Dole brand has grown over the same period of last year to 0.14% (for the highly competitive tobacco market is a good indicator). In other companies more skeptical look at these figures. "I sell and so grow each year - said the commercial director of 'Russian alcohol' Vadim Kasyanov .- The pictures on bottles rather simply attract attention." A director of brand development company Baltica Denis Sherstennikov stresses that such experiments could only afford brand-leaders: "Weak mark is only dilute its target audience."
Marketing note that the further release of the limited series will be increasingly in demand. "While manufacturers to daily goods such acts sporadic, but they will soon become commonplace" - believes director of Qualitative Quest Aleksandr Makarov. A chapter of "Russian tobacco Maxim Korolev drew attention that one of the first limited series began practicing companies, whose advertising opportunities are limited by law:" For them, this is an additional way to promote their brand."
CAMEL cigarettes
Camel cigarettes are a brand, consisting of a blend of Turkish and American (Virginia) tobacco. Camel Cigarettes brand was introduced by U.S. company R.J.Reynolds tobacco (RJR) in 1913 and became R.J. Reynolds' first major cigarette brand and the country's first nationally marketed cigarette. Camel Cigarettes have enjoyed nearly a century of outstanding success.
One of constituent parts of Camel Cigarettes success is a combination of a high quality tobacco and the product's low price. They belong to 10best-selling cigarette brands. Camel Cigarettes were harmonized in a way to be smoked considerably easier in contrast to the much harsher brands popular in the period of their introduction. Balanced nicotine content and a smooth taste make Camel Cigarettes a classic that will never run away.
Camel Cigarettes were advance promoted, prior to official release, by a careful advertising campaign that included "teasers" which stated that "the Camels are coming" .This marketing style was, in fact, a prototype for attempts to sway public opinion that coincided with the United States' entry into the First World War, and later the Second World War. Another promotion strategy was the use of a Circus camel, 'Old Joe', which was driven through town and used to distribute free cigarettes. Old Joe was used as the model for the camel on the package.
It's interesting that though it's considered that the Camel image on the pack is of Egyptian origin, Turkish archives say it is a symbol of gratitude of Americans to Turkish for their 34 camels' donation to American Army in 1854. But R.J.Reynolds could hardly remember that in 1913, introducing Camel as his first major cigarette brand.
Winston-Salem, North Carolina, the city where R.J.R. was founded, was nicknamed "Camel City" at one time because of the brand's popularity.
From 1972-1993, Camel was the title sponsor of the popular auto racing series. It also sponsored the Lotus Formula One team and in the nineties, sponsored the factory Honda team in the AMA Superbike series.
Nowadays, Camel Cigarettes represent three different families of flavor - Classic, Turkish and Exotic Blends. The Classic styles, which represent the bulk of the brand's business, offer rich tobacco taste. Camel Cigarettes' Turkish family offers smooth and mellow versions of the brand's distinctive flavor. Camel Exotic Blends, a line of premium-priced, limited-edition luxury blends, offer adult smokers indulgent taste signatures.
Camel Cigarettes is today one of the top five global cigarette brands, sold in over 90 countries worldwide.
One of constituent parts of Camel Cigarettes success is a combination of a high quality tobacco and the product's low price. They belong to 10best-selling cigarette brands. Camel Cigarettes were harmonized in a way to be smoked considerably easier in contrast to the much harsher brands popular in the period of their introduction. Balanced nicotine content and a smooth taste make Camel Cigarettes a classic that will never run away.
Camel Cigarettes were advance promoted, prior to official release, by a careful advertising campaign that included "teasers" which stated that "the Camels are coming" .This marketing style was, in fact, a prototype for attempts to sway public opinion that coincided with the United States' entry into the First World War, and later the Second World War. Another promotion strategy was the use of a Circus camel, 'Old Joe', which was driven through town and used to distribute free cigarettes. Old Joe was used as the model for the camel on the package.
It's interesting that though it's considered that the Camel image on the pack is of Egyptian origin, Turkish archives say it is a symbol of gratitude of Americans to Turkish for their 34 camels' donation to American Army in 1854. But R.J.Reynolds could hardly remember that in 1913, introducing Camel as his first major cigarette brand.
Winston-Salem, North Carolina, the city where R.J.R. was founded, was nicknamed "Camel City" at one time because of the brand's popularity.
From 1972-1993, Camel was the title sponsor of the popular auto racing series. It also sponsored the Lotus Formula One team and in the nineties, sponsored the factory Honda team in the AMA Superbike series.
Nowadays, Camel Cigarettes represent three different families of flavor - Classic, Turkish and Exotic Blends. The Classic styles, which represent the bulk of the brand's business, offer rich tobacco taste. Camel Cigarettes' Turkish family offers smooth and mellow versions of the brand's distinctive flavor. Camel Exotic Blends, a line of premium-priced, limited-edition luxury blends, offer adult smokers indulgent taste signatures.
Camel Cigarettes is today one of the top five global cigarette brands, sold in over 90 countries worldwide.
Camel no longer camels
Why is Japan Tobacco International decided to change the concept of a popular cigarette brand
The company Japan Tobacco International (JTI), one of the world's largest manufacturers of tobacco products, has changed the design concept and advertising Camel Cigarettes brand. JTI no longer calling the adherents of these cigarettes in new adventures, and invites them just a moment of pleasure. At most, believe in the JTI, the modern smoker's simply no time.
JTI zateyala campaign to replace the Camel Cigarettes design in April 2002, as well as Russia dokatilas wave of the summer. Beginning June docco unit in the Russian JTI hot. All employees of the corporation, including secretaries, Minsk and obezzhali wholesalers, retail outlets and changed the "old" Camel Cigarettes with a new one. "For English language that seems to be" subbotnik "?" - peresprashivaet, smiling, Antoine Ernst, director of marketing Russian office. In total, the Russian unit JTI two weeks removed from the distribution 750000 packs. From billboards Camel Cigarettes on the streets of Moscow for this "subbotnik" has not witnessed severe macho - conqueror prairie, but decently dressed ladies and gentlemen vybritye smoothly, not sitting on the ground, and on the floor, and not a night bonfire, but in broad daylight chic office.
The decision on the company's change of design at first glance, it seems surprising. In 2001, in the words of Antoine Ernst, Camel Cigarettes global sales growth was 7%. This is the third brand after Marlboro (Philip Morris) and Mild Seven (JTI). The same Marlboro, for example, increased its share by only 2.5%. Against this backdrop, the refusal Philip Morris from his cowboy look would be more logical. No Cowboy left in the lady went.
Cigarettes with the name of an animal
Camel Cigarettes brand was born in 1913. The founder of the American Tobacco Company RJR Richard Reynolds, taking as long pipe tobacco, conceived to produce cigarettes, which once belonged to a modem. It may refer to the eastern grounds of his success has forced Prince Albert tobacco brands. Reynolds bought a little-known brand Red Kamel and turned it into a Camel, which translated from Spanish means "camel". Camel Cigarettes - only cigarettes from around the world, playing the title animal. This gave the opportunity to use the original RJR marketing moves. Advancing mark at the beginning of the century has been NWAyer advertising agency. For three days before starting the sale of cigarettes in 90 daily newspapers in the United States cities appeared with images of camels concise inscription - "Camels". On the second day, a more informative slogan - "Camels are coming!". Finally, on the third day of townspeople horrified to learn that "tomorrow in the city of camels will be higher than in Asia and Africa combined." A daily sales all stood up to their seats: "Camel Cigarettes are already here!".
Camel Cigarettes have trouble began in 1954, when the American company Philip Morris vzdumala change the image of its female to male Marlboro cigarettes. U kemelovskogo macho opponent in the person of a cowboy, who began gradually harness under a market masculine cigarettes. In 1999, Japan's Japan Tabacco bought RJR business outside the United States, with all its brands. The new owner decided that the image of Camel Cigarettes urgently needed change. Then something and broke a track and macho cowboy.
Samurai camel
Focus groups organized by JTI in 2000 and 2001 showed that the preferences of smokers has changed. "Tastes change on consumers in 20 - 25 years - Ernest Antoine said. - 1960 - were the era's sexual revolution. now we do not have fundamental changes. We are entering an era of individualism, self-reliance, we do not do" crazy "behaviour , as it did in 1990 - to begin. demonstrative behavior has been replaced by a need for pleasure came from the peaceful way of life. "
To begin with the fall of 2000 closed JTI-scale promotion project - Camel Trophy competition. For 20 years, Camel Trophy event took place in 24 countries, took part in 260 teams, which participants selected from the 10 million applicants. "Camel long time associated with adventure, - says Ernst. - It was a fitting 20, 10 years ago. today adventures lost less attractive to a wealthy person. If even five years ago in Russia were large numbers of people who are living trophy, now man with a backpack - very rare. Nash consumer immersed himself in the head with the business. He lives in the urban environment, his life is well-arranged, change it is something he does not want to, he was satisfied with his success. No need for pleasure does not disappear, rather, pleasure now to be more sophisticated. "
Marketing Philip Morris does not agree with this view. "Some values have not changed for decades - says George Givishvili, manager of the group marks the American company. - They remain valid, despite a generational change. spirit of adventure - one of those permanent values." Design Marlboro remains unchanged half a century, from the very moment when these cigarettes changed "orientation". However, it is possible that JTI push for a change of image to other causes. In any case, in the Russian market, the fourth in importance for the international tobacco corporations after the American, Chinese and Japanese, Camel Cigarettes skidding. Share Segment expensive cigarettes (20 - 30 rubles. Retail prices), according to the research agency "Business Analyst" for 2001 rose from 4.13% to 5%, while the share of Camel Cigarettes declined from 0.43% to 0.37% . The proportion of Kent cigarettes British VAT for the same time rose from 0.16% to 0.42%, Marlboro, respectively, from 1.87% to 2.12%.
Ernst does not deny that the economic indicators have played a role: "We did not meet growth Camel Cigarettes (meaning global growth. - Prime." Co "), and we decided to update the design to expedite it." As a "surgeon for the operation of such famous" patient "as Camel, the company has chosen the Italian design bureau Robiliant & Associati. "The upgrade design, we set two goals designers - said Ernst. - First, take the basic elements of the brand and make them more symbolic, like a sign, stamp. as we would say the consumer: no camel, but a sign of a camel. Secondly, to make design more elegant, easy calm. "
In introducing radical changes in design, JTI tried to kill two rabbits at once: to preserve the old fans and attract new ones. Designers changed the color purple letters on the Camel Cigarettes with golden, more characteristic of the expensive brands, added inscription Since 1913 (S 1913) in order to emphasize the history of stamps, replaced inscription Turkish & American Blend Cigarettes ( "Cigarettes with a taste of the American-Turkish tobacco") no longer carrying meaningful to the consumer information on Generous flavour ( "Amazing Taste"). The inscription was Filters mark in the box to emphasize its attention. But the most significant change has undergone camels. This impression that the company suddenly zastesnyalas this animal and decided his mask.
Ernst convinced that the camels - is a worthy animal to cigarette brand. "Camel is suitable for creating brand is not worse than any other animal - said Ernst. - After nearly a hundred years, consumers perceive as Camel Cigarettes is not a camel, but as a trademark, first simvolizirovavshuyu spirit of adventure, but now - refined pleasure. YA, for example, do not see a camel, when I look at the stack. " Indeed, the camel on the stack of Camel became less visible. If the case goes so far, the famous parable about the camel and caught abalone lose meaning. In any case, Camel camel through the abalone will be exactly.
It changes the concept of JTI Camel Cigarettes
Step One: Change design
Step Two: Removing the "old" Camel from distribution
Step Three: Starting a new campaign
Plans: To accelerate the growth of world sales
Problem: Competition from Marlboro
Camel Cigarettes appear in the advanced packaging…
The company JT International (JTI) announced a new step in its marketing policy, aimed at increasing the company's share in the world market. JTI produces a new generation of world-famous brand Camel Cigarettes, while reaffirming its commitment mostly brand. Launching a new brand Camel Cigarettes has been implemented in Europe as early as April 2002, and then continued in other markets, including Russia.
The basis for it has a new marketing concept that includes improved packaging, extended range of products, a new image and a new advertising campaign. Consumer Market Research showed that the new key messages, improved packaging design and enhanced range would not only preserve today's consumers, but also to attract buyers other cigarette manufacturers. In Russia, a new Camel Cigarettes in June of this year, at this time, will begin the presentation of the new product and the quality of its advertising concepts Russian consumer.
The basis for it has a new marketing concept that includes improved packaging, extended range of products, a new image and a new advertising campaign. Consumer Market Research showed that the new key messages, improved packaging design and enhanced range would not only preserve today's consumers, but also to attract buyers other cigarette manufacturers. In Russia, a new Camel Cigarettes in June of this year, at this time, will begin the presentation of the new product and the quality of its advertising concepts Russian consumer.
JT International expands product line brands Camel Cigarettes
JT International company expands product line brand Camel Cigarettes, issuing new Camel Cigarettes Natural Flavor. Since November of this year, the cigarettes are sold in St. Petersburg, who has been selected to test launch brand in Russia, said AdLife.spb.ru.
As described in the JTI, Camel Cigarettes Natural Flavor cigarettes made from a tobacco leaf, and the lack of candy-flavoured additives reveal the true taste of a high-quality soft tobacco, which was made in the bid campaign new brand.
Packing Camel Cigarettes Natural Flavor English was developed creative agency Nude Brand Creation.
So far Camel Cigarettes Natural Flavor already launched in 25 countries. Petersburg has been chosen as the city to test launch a new brand in Russia, as "it is very advanced in terms of innovation city," the company noted.
"St. Petersburg is not so much as Moscow, but it is clear recent trends, including fashion and all sorts of innovations. Moreover, in St. Petersburg, we have a good strong base and the coherent team, which will contribute to the conclusion brand on the market "- explained in JTI.
Manufacturer Camel Cigarettes brands for the first rebranding
American company R.J. Reynolds Tobacco Co., A manufacturer of Camel Cigarettes, Lucky Strike, Pall Mall, Winston and Salem, with the first held in 1913 rebranding brands Camel, transmits the Associated Press, referring to the statement made by the representatives of the company.
Picture a camel on the package remains unchanged, but turned entourage: designers have developed a new image oasis, which is brighter now allocated to the stack of cigarettes, and the pyramid, located on the far background, become larger in size and gained a clearer form. In addition, the brand name has become darker, and the stack of a color code and the inscription: Since 1913.
"The challenge was to take the cover brand - a sort of flagship - and give it a more modern look and feel. challenge is to do this while respecting and without losing the rich heritage of the brand" - said a company representative David Howard (David Howard) .
It is expected that by the end of March to 80% from shelves Camel Cigarettes products will be presented in the new package.
"Podnimet whether it (new packaging) selling itself? This is a controversial issue, but I am impressed that they did. had taken brand, which is entrenched here, and used it to get a new audience" - says marketing Michel Roem ( Michelle Roehm), which quotes the words Agency.
R.J. Reynolds is a unit of the second largest tobacco company in the United States Reynolds American Inc.
Picture a camel on the package remains unchanged, but turned entourage: designers have developed a new image oasis, which is brighter now allocated to the stack of cigarettes, and the pyramid, located on the far background, become larger in size and gained a clearer form. In addition, the brand name has become darker, and the stack of a color code and the inscription: Since 1913.
"The challenge was to take the cover brand - a sort of flagship - and give it a more modern look and feel. challenge is to do this while respecting and without losing the rich heritage of the brand" - said a company representative David Howard (David Howard) .
It is expected that by the end of March to 80% from shelves Camel Cigarettes products will be presented in the new package.
"Podnimet whether it (new packaging) selling itself? This is a controversial issue, but I am impressed that they did. had taken brand, which is entrenched here, and used it to get a new audience" - says marketing Michel Roem ( Michelle Roehm), which quotes the words Agency.
R.J. Reynolds is a unit of the second largest tobacco company in the United States Reynolds American Inc.
Camel Cigarettes without a camel. JTI produces a limited shipment of cigarettes with a new design
The company Japan Tobacco International (JTI) displays to market a limited series of its brand Camel Cigarettes Front with radically modified design. This "limited edition" is already practising one of the JTI competitors - the company Philip Morris. Experts note that such actions are designed to attract additional attention to the brand is already available to consumers, have become increasingly widespread. These techniques are particularly relevant to products whose advertising activity is limited by law.
In September, the 25 largest cities in selling limited Camel Cigarettes party with a new design. Instead of the classic camel on the package shows an entire track: camel goes on trees along the winding road, and the usual stack of yellow background patterns decorated with cigarettes. In doing so, taste, shape and price of cigarettes remained unchanged. This is the largest sale in issuing limited series.
Such a limited series of its brands already produced several times in Russia company Philip Morris. Thus, in March this year to sell Marlboro cigarettes came in the pockets of silver, opened the side. And one of the parties in Parliament was painted metallic blue color.
Notably, the Experts no single answer - whether the limited series of sales growth? For example, Philip Morris refers to the data research company Business Analysis ", which recorded a small increase in sales of Marlboro in the first half of 2006, following the action. Dole brand has grown over the same period last year at 0, 14% (for the highly competitive tobacco market is a good indicator). In other companies more skeptical look at these figures.
Marketing note that the further release of the limited series will be increasingly in demand. While manufacturers for daily goods such acts sporadic, but they will soon become commonplace.
In September, the 25 largest cities in selling limited Camel Cigarettes party with a new design. Instead of the classic camel on the package shows an entire track: camel goes on trees along the winding road, and the usual stack of yellow background patterns decorated with cigarettes. In doing so, taste, shape and price of cigarettes remained unchanged. This is the largest sale in issuing limited series.
Such a limited series of its brands already produced several times in Russia company Philip Morris. Thus, in March this year to sell Marlboro cigarettes came in the pockets of silver, opened the side. And one of the parties in Parliament was painted metallic blue color.
Notably, the Experts no single answer - whether the limited series of sales growth? For example, Philip Morris refers to the data research company Business Analysis ", which recorded a small increase in sales of Marlboro in the first half of 2006, following the action. Dole brand has grown over the same period last year at 0, 14% (for the highly competitive tobacco market is a good indicator). In other companies more skeptical look at these figures.
Marketing note that the further release of the limited series will be increasingly in demand. While manufacturers for daily goods such acts sporadic, but they will soon become commonplace.
For the first time in the history of cigarettes "Camel" made them re-branding
American company R.J. Reynolds Tobacco Co., A manufacturer of Camel Cigarettes, Lucky Strike, Pall Mall, Winston and Salem, with the first held in 1913 rebranding Camel brand.
Picture a camel on the package remains unchanged on pack of Camel Cigarettes, but turned entourage: designers have developed a new image oasis, which is brighter now allocated to the stack of cigarettes, and the pyramid, located on the far background, become larger in size and gained a clearer form. In addition, the brand name has become darker, and the stack of a color code and the inscription: Since 1913
Picture a camel on the package remains unchanged on pack of Camel Cigarettes, but turned entourage: designers have developed a new image oasis, which is brighter now allocated to the stack of cigarettes, and the pyramid, located on the far background, become larger in size and gained a clearer form. In addition, the brand name has become darker, and the stack of a color code and the inscription: Since 1913
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