CAMEL is among the most widely recognised cigarette brands in the world. Launched in the United States in 1913 by R. J. Reynolds Tobacco Company, it was the first cigarette brand to be marketed on a national scale across the U.S.1 Today, CAMEL is sold in numerous countries, including the Philippines, with ownership varying by market:

• United States: R. J. Reynolds Tobacco Company
• Outside the United States: Japan Tobacco International (JTI), a subsidiary of Japan Tobacco1

CAMEL was introduced in 1913 after R. J. Reynolds developed a distinctive blend combining Turkish (Oriental) tobacco with Virginia and Burley varieties. At a time when many smokers still rolled their own cigarettes, CAMEL offered a ready-made product with a unique flavour profile that helped transform the American cigarette market.1

Prior to the product’s release, the company conducted one of the earliest large-scale teaser advertising campaigns using the slogan:

“The Camels Are Coming!”

This campaign generated widespread public curiosity before the product reached retail shelves and is now considered a landmark in advertising history.2

Within only a few years of its launch, CAMEL became one of the best-selling cigarette brands in the United States.3

CAMEL packaging is regarded as some of the most identifiable in the tobacco industry. Notable design elements include:

• A camel standing in a desert landscape
• Egyptian-inspired pyramids and palm trees
• A yellow and white colour scheme
• The “Old Joe” camel illustration on the pack

The imagery was intended to highlight the Turkish tobacco used in the original blend and to evoke an exotic, Middle Eastern aesthetic.1

Over more than a century, CAMEL has produced numerous notable advertising campaigns. Some of its best-known slogans include:

• “The Camels Are Coming!”
• “I’d Walk a Mile for a Camel”
• “More Doctors Smoke Camels”

Many of these campaigns became iconic examples of twentieth-century advertising. However, certain elements—including health-related claims and specific marketing practices—later became highly controversial and are no longer permitted under modern advertising standards.

Joe Camel

In 1987, CAMEL introduced Joe Camel, a cartoon mascot depicting a camel wearing sunglasses and stylish clothing.

While the character became one of the most recognisable advertising figures globally, it also attracted significant criticism after research suggested it had strong appeal among children. Following legal challenges and public health pressure, the campaign was discontinued in 1997.

In 1999, international rights to the CAMEL brand were transferred to Japan Tobacco International, while R. J. Reynolds retained ownership within the United States. Since this transition, CAMEL has been marketed differently across various countries, with regional variations in tobacco blends and product lines.1

CAMEL has offered numerous varieties over the years, including:

• Camel Filters
• Camel Blue
• Camel Silver
• Camel Turkish Gold
• Camel Turkish Royal
• Camel Turkish Jade (menthol)
• Camel Crush (capsule filter)
• Camel Wides
• Camel Non-Filter (Camel Straights)

Availability varies by country and is subject to local regulations.1

CAMEL has maintained a significant presence in popular culture and history, appearing in:

• Classic films and television programmes
• Motorsports sponsorships, including Formula One and motorcycle racing
• Military history, with CAMEL cigarettes included in certain wartime rations
• Vintage advertising and collectible memorabilia

Its logo and packaging remain among the most recognisable in consumer branding history.

Like all conventional cigarettes, CAMEL products contain nicotine and produce tobacco smoke associated with serious health risks, including cancer, heart disease, stroke, and chronic lung disease. Most countries require prominent health warnings on CAMEL packaging, and advertising is heavily restricted or banned in many jurisdictions.

More than a century after its launch, CAMEL remains one of the longest-running and best-known cigarette brands worldwide. It is recognised for:

• Its pioneering national marketing campaign
• Its distinctive Turkish-American tobacco blend
• Its iconic desert-themed packaging
• Its significant influence on twentieth-century advertising and brand design

Although the brand continues to be sold internationally, its marketing and public image have evolved substantially in response to changing regulations and public health awareness.

1. Camel (cigarette)
2. Camel Cigarettes – North Carolina History
3. https://www.sec.gov