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Notes:
Some facts about the Joe Camel advertising campaign:
During the first three years of Joe Camel advertisements, Camel's share of the under-18 cigarette market jumped from 0.5% to 32.8%, representing a $470 million increase in annual sales for RJR Nabisco.
More than 90% of six-year-olds match Joe Camel with a picture of a cigarette, making him as well-known as Mickey Mouse (by comparison, only 67% of adults recognize Joe Camel).
On May 28, 1997, the U.S. Federal Trade Commission charged that the Joe Camel advertising campaign violates federal fair trade practice laws by promoting a lethal and additive product to children and adolescents under the age of 18.
On July 10, 1997, RJ Reynolds Tobacco Company announced that its 23-year-old Joe Camel advertising campaign would be discontinued.
Sources: "RJR Nabisco's Cartoon Camel Promotes Camel Cigarettes to Children," Journal of the American Medical Association, 12/11/91, pp. 3149-3153; "Brand Logo Recognition by Children Aged 3 to 6 Years,” Journal of the American Medical Association, 12/11/91, pp. 3145-3148;
"F.T.C. Charges 'Joe Camel' Ad Illegally Takes Aim at Minors," New York Times, 5/29/97, pp. A1, B10; "Joe Camel, a Giant in Tobacc Marketing, Is Dead at 23," New York Times, 7/11/97, pp. D1, D4]
