RJ Reynolds to Welcome Two New Styles of Flagship Camel in March

Published on March 1, 2010 7:08 AM

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While announcing the 2009 Earnings report, Susan Ivey, chairwoman for Reynolds American, told the press they expect a further rise of popularity of their landmark novelty – capsules filled with menthol that saw the world for the first time in Camel Crush. The company will add the capsules to the ordinary Camel menthol cigs. The renewed styles of RJR flagship brand will start selling across the nation in March; the design of the packs for these cigarettes will also be modified to offering fresher and brighter colors.

The official launch date of the new menthol styles of Camel brand family is March 1, 2010. Both Camel line extensions will contain revolutionary menthol capsules, which may be crushed whenever a smoker is willing to get a boost of menthol flavor. Brian Stebbins, marketing director for Camel brand stated that the newest styles ousted conventional Camel Menthols and evolved from the huge popularity of Camel Crush, which was launched in 2008 and has become amazingly successful shortly after its introduction; it also has the groundbreaking capsule technology inside the filters and gives adult cigarette-lovers the chance to have menthol and non-menthol flavors in the same cigarette.

Camel’s marketing director admitted that an extensive market research showed that there is a vast group of adult smokers who were fascinated by the company’s menthol capsules, but would like to use in another way - for example, turning a menthol cigarette into an even fresher and cooler one in the process of smoking.

Regarding the introduction of Camel Menthols across the nation, Mr. Stebbins added they have elaborated several promotional and advertising campaigns to familiarize renewed Camel Menthol with a wider audience of adult cigarette-lovers.

The color pallet of the packs for innovative Camel Menthol styles will as well be changed to cooler and more vivid ones, as smokers found such packaging to be more bracing and fresh. However the legendary mascot of the brand will be still present on the packs, as it has been the essential part of Camel success that dates from 1913.

Nevertheless, the launch of new styles doesn’t mean that RJ Reynolds is going to phase out conventional menthol items that do not contain the menthol capsules. The RJR senior communications manager said other menthol products will be selling anyway, but would not get the extensive support, because all the marketing efforts will be concentrated on new products, since the demand for these innovative products is outstanding.

According to the Camel-maker’s spokesman, they have received great feedback about the newest additions to Camel portfolio and after studying it, revealed that the smoking audience interested in revolutionary capsules puts together various groups of smokers, regardless of their age, gender, or taste preferences. The primary factor that characterizes all of them is the opportunity to have something innovative and different, because menthol segment is known to be the most conservative category of tobacco market.

And namely this factor is the major reason of the astonishing success of Camel Crush, as it gave adult smokers a chance to try a product that has nothing in common with all other tobacco products they have consumed before.