Re-Branding Addiction.
I stopped at the gas station on Friday to pick up a pack of Camel Lights (my brand) to find that they changed the design/branding of the package.
After studying the design I decided to pack up the box and smoke a newly branded Camel light.
As I slowly peeled back the freshness foil I revealed the new blue band and blue Camel illustration located just below the filter.
This replaces the older band and light Kaki camel old school illustration.
The second thing I noticed was the difference in taste. Not a good taste either.
The taste was much bolder and stronger.
A bit confused, I did a little research when I arrived home . Nothing. I couldn’t find anything regarding the new changes.
When I was due for a new pack (about 28 hours, 10 minutes, 26 seconds later), I headed to a different location to see if I could find the original box/design. Yes, I found the original. Not just one, I found a whole stash. This store must have had some insider information and stocked up. No new packaging at this place. The same old packaging and the same old taste..
Several days went by without any information on the new design/s. Then I found something. I hit upon a explanation. Low and behold the company behind the new branding was Interbrand. (The same screwy company that is behind the poor re-branding of XEROX.)
According to Brandweek.com
“Last week, RJR gave its iconic Camel brand its first major package redo in 90 years and is adding more premium tobacco to all base brand flavors except menthol. The move is a bold one in a category where such mainstay cigarette brands have changed little since their debuts.”
Also “Scott Lucas, executive director at Interbrand, Cincinnati, said because of limited marketing avenues, cigarette companies have to step it up with their packaging.
“Packaging is really the front line for these guys when once they were the pioneers of advertising,” he said. “Now they have to pioneer this front line.”
What the fuck does that mean? Packaging is the front line for tobacco companies? Really?
As a designer, loyal customer (nicotine addict) and jaded Interbrand spectator, I have mixed feelings.
I’m not sold. Why does a tobacco company need to re-brand? If you smoke, you smoke. It’s not like a smoker is going to jump ship because they feel their legal drug provider doesn’t represents their current artistic taste.
This is Camel’s “first major re-brand in 90 years”.
Either Camel’s marketing team is bored, or Interbrand are geniuses at selling large deep pocketed corporations half-baked ideas.
If it’s none of the above, Interbrand might want to rethink their stance on grooming American youth by providing tobacco companies with slick retro-modern graphics for use on very addictive legal substances.
Anyway, I was looking for a good reason to quit. I think this is it. I’m not quitting because of the graphical changes. I’m quitting because Camel switched the whole dame taste of my favorite lip hanger.
On the count of three, let’s all say “Good Marketing Ideas need to be executed by great people.”
Otherwise, you might lose a customer!
