R.J. Reynolds Sets Its Sights on Women
R.J. Reynolds (RJR), the second largest tobacco company in the U.S., has just introduced a new version of its flagship brand – Camel – targeted to women. According to RJR, the company developed the product because women smokers “didn’t feel that Camel had a brand for them.” Eager to fill that void, RJR launched Camel No. 9, with sleek packaging, flowery ads, a pink camel on every cigarette and the slogan, “light and luscious.”
According to Cressida Lozano, vice president for marketing of the Camel brand, the introduction of Camel No. 9 is part of plans to “focus on products that are ‘wow,’ ” and “that add fun and excitement to the category.”
Here’s the “wow”: more than 150,000 women in the U.S. die every year from smoking-caused disease and those diseases result in $34.7 billion in annual health care costs. Fun, exciting, luscious? Hardly words that describe a product that lures young women into a deadly addiction that kills. Lung cancer is the only form of cancer among women that is on the rise and it is the leading cancer killer of women, “outkilling” breast and all genital cancers, combined. Smoking causes heart disease – the # 1 killer of women, many forms of cancer, respiratory illnesses such as emphysema, low birth weight, reduced fertility, early menopause, osteoporosis and the list goes on.
Camel No. 9 is being launched with a huge marketing effort that is being estimated at costing between $25 and $50 million. Full-page ads are running in women’s magazines that have high youth readership such as Glamour, Cosmopolitan, Marie Claire, InStyle and Vogue. Point-of-sale marketing is expected to be heavy and is already saturating stores and bodegas in New York City. Direct mail marketing is extravagant and includes a free cigarette case offer and dollar-off coupons that are folded into an empty pack so that the pack looks like it is full of cigarettes. And the Camel No. 9 parties – “ladies only” nights are being held in bars across the country, offering women facials, manicures, makeup and hair styling; all to be enjoyed while smoking a free pack of Camel No. 9’s. There is a new drink to honor the new brand – the Divine Nine martini – and goody bags full of treats like chocolates and coupons for drinks and the spa treatments.
Heard enough? Here are some things that we can do to end this appalling marketing ploy:
• Actively support passage of legislation to give FDA the authority to regulate tobacco. At a minimum, this would eliminate the magazine ads and use of the “light” descriptor, reduce the colorful point-of-sale marketing to black and white, and cover 30% of the pack with a large warning label, marring the sleek look designed to lure young women.
• Actively support clean indoor air laws that cover all workplaces, including restaurants and bars. Smoke-free bars put a damper on the alluring ladies’ night launch parties.
• Crash the parties they have planned – a list of the upcoming events is attached. And call the press when you do. Be sure to take pictures at the event.
• Write a letter to the editor of the women’s magazines running these ads and let them know how offensive you find both the targeted marketing and their decision to run the ads. Addresses are below.
March 2007
For more information, to offer suggestions or to find out how to get involved in your community, please contact Victoria Almquist at the Campaign for Tobacco-Free Kids, valmquist@tobacco-freekids.org.
Where to send letters to the editor of women’s magazines:
Glamour: http://www.glamour.com/contact/youSaidIt
Cosmopolitan: http://magazines.ivillage.com/cosmopolitan/connect/know/spc/0,,284413_293012,00.html
Marie Claire: http://magazines.ivillage.com/marieclaire/speak/spc/0,,439291_439734,00.html
InStyle: http://www.instyle.com/instyle/contact/0,24005,,00.html
Vogue: talkingback@vogue.com
CAMEL NO. 9 EVENTS
Thursday, March 15, 2007
City: Denver, CO
Venue: Rockrest Lounge
Name of Event: 9's Night w/ the Ladies
At the start of this event, ladies will be treated to hair and makeup sessions with professional stylists. DJ Brian Howe will later take the turntables spinning a mix of techno and house. Well-known in the Denver scene, Howe also has his own show on XM radio.
Thursday, March 22, 2007
City: Seattle, WA
Venue: The Shark Club
Name of Event: Ladies Night Done Right
The first part of this event is just for the ladies. They'll be treated to manicures, massages and sessions with hair and makeup artists. The rest of the evening will feature a blend of mash-up styles from DJ Victor Menegaux.
Thursday, March 29, 2007
City: Grand Rapids, MI
Venue: Y Bar
Name of Event: Body
Join celebrity host Brad Fiorenza from the cast of MTV's Real World San Diego and "The Duel." DJ Jayson Rose will also be spinning the hottest tracks all night.
Friday, March 30, 2007
City: Grand Rapids, MI
Venue: Intersection
Name of Event: City Glam
DJ Kane, a top West Michigan DJ, will be spinning all night and acrobatic group Gravity Plays Favorites will also be performing. Ladies will be treated to special makeovers at the front of Intersection.
Friday, March 30, 2007
City: Kansas City, MO
Venue: Empire Room
Name of Event: Venus
Kansas City's "Martini Corner" brings ladies a night of music and pampering. To start things off, ladies will be treated to facials, massages, pedicures and manicures at The Empire Room before heading next door to The Velvet Dog for a night of retro music.
Friday, March 30, 2007
City: Kansas City, MO
Venue: Velvet Dog
Name of Event: Venus
Kansas City's original martini lounge, The Velvet Dog will be open to guys all evening, offering a spot to play pool before the ladies join the party at 11 pm. Local DJs Clockwerk and Just will be spinning the best in 80's, retro and top 40 hits.
Saturday, March 31, 2007
City: Denver, Co
Venue: Tabu
Name of Event: 9’s Style
A professional burlesque dancer starts off the evening with lessons for the ladies. Also look for a burlesque performance, fire dancers and sets by DJ Brian Howe. Well-known in the Denver scene, Howe also has his own show on XM radio. Tonight, he'll be spinning a mix of techno and house.
Saturday, March 31, 2007
City: Louisville, KY
Venue: Main Street Lounge
Name of Event: Indulgence
It's a night of music and fashion as two of the hottest female DJs, DJ Kim Sorise and Kaleidoscope, spin a mix of 80's and R&B. There will also be a fashion show featuring clothing from top local boutiques.
Saturday, March 31, 2007
City: Seattle, WA
Venue: Element
Name of Event: Indulge to the 9’s
Element reopens tonight after having been closed for renovations. DJ Colby B will be spinning her mix of rock-infused hip hop and Austin Payne will be playing a mix of hip hop mash-ups.
Monday, April 2, 2007
City: Los Angeles, CA
Venue: Nacional
Name of Event: Styled
DJ Colette will bring her unique turntable and vocal stylings to Nacional. DJ Colette was one of the first DJs to sing while spinning, an approach that has inspired countless others. She joins top DJ and producer David Alvarado for a night of music.
Sunday, April 15, 2007
City: Minneapolis, MN
Venue: Independent
Name of Event: Fabulously Independent
It's a night of smooth beats and fashion at The Independent in Uptown. Resident DJ Jevne will be spinning a mix of beats while guests enjoy eclectic food. A runway show will feature fashions by local, independent designers. and fashion.