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Keywords
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Advertising , Young Adults , Targeting , Men , Advertising Campaigns , Historical Overviews , Regional Level , Sales , Marketing
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Description
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This document looks at the importance of younger adult smokers (18-24), Camel's possible appeal to this group, the current strengths and weaknesses of the perceptions of Camel and its marketing campaign, and guidelines for advertising development. Only 5% of smokers start after 24 and younger smokers retain brand loyalty. Camel has had some recent success with Younger Adult Smokers, particularly in the Pacific/Mountain Sales Area and the Midwest Sales Area with the I'd Walk A Mile Campaign, Buy One Get One Free, and French Camel T-shirt offers. Camel's largest perception problem is that it is seen as too old by the target group. The largest competitor for the Virile market share, Marlboro, shares this problem to some extent. The way to challenge Marlboro for the younger segment is to create a campaign that focuses of imagination and fun and creates an emotional vs. a strictly rational appeal.
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506768775/8784
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