The well-identified cigarette. With ten million being sold every minute worldwide (1), the cigarette is a well-known object. Cigarettes are the most advertised product in the United States (2). You can find them anywhere: in your magazines, on billboards, on the BART train. Companies use bright colors, catchy slogans and embellished characters to appeal their youthful audience. For example, Camel brand cigarettes uses their Joe Camel symbol along with targeting specific audiences, to sell their products. While its use can lead to lung cancer and even death, The Camel No.9, with an attention to detail and ease of use and consumption, is a successfully-designed product.
We all know it’s true that cigarettes are terrible for you. Tobacco kills one person every ten seconds (3) and they are still being sold accessibly and legally. Nothing about this product offers you much safety. In regard to a cigarette advocate, the Camel No.9 is a light cigarette so it offers you less tobacco and nicotine. Also, it has a filter that blocks the “bad things” that could go through. While they do offer this nice feature, it really offers little to no protection. Let’s be honest, your smoking tobacco and nicotine, the leading cause of lung cancer, the disease which kills more people a year than AIDs, drug abuse, car accidents and homicide combined (4)! Camel advertises the inclusion of a filter and being “light”, in order to appeal to its feminine female audience, who appreciate feeling and looking healthy. This is a smart tactic in order to boost sales and truly appeal to their target audience. The actually object of the cigarette is not safe to use or consume, but Camel uses smart methods to give the illusion of a “healthier” cigarette.
People have mixed reviews on their comfort level, or like-ability of the No.9 depending on where they are in their smoking career. From reading reviews, it is clear that the products contained in the cigarette are concocted to appeal to a new smoker. Almost all seasoned smokers claim the No.9 cigarettes feel like “sucking air through a straw”(5). It makes sense that Camel would create a cigarette appealing to novice smokers in correlation to the name, packaging, and appearance of their product. Camel made a smart move to cater their ingredients to a younger, more feminine set.
The No.9 Camel is very easy to use, both in terms of ease at where to buy and how to use them. The specific cigarette can be found in most gas stations, corner stores, and mini marts that litter modern America’s towns and cities. Almost anywhere in the United States can one find any of these retail locations and pick oneself up a feminized pack of Camel’s. Camel’s are sold everywhere, and are easy to find if you want them. The box of the cigarette is easy to open and unfold. One can simply withdraw their cigarette from the pack, balance it carefully between his or her pointer and middle finger, flick his or her lighter and inhale to ignite their “precious” cigarette. Like all cigarettes, Camel sells a product that comes with a simple step-by-step process that becomes habitual with regular consumption. Easy to find and easy to use, the No.9 couldn’t score higher in this category.
The No.9 specifically targets those they are selling to, young women. With its correlation to Chanel and the marking of a pink camel on the cigarette , no girlie girl can resist such a tame looking delicacy. Because of this, No.9’s do extremely well in sales. Camel designs their product to appeal to the "chic" girl who would desire a pink cigarette. She is willing to spend whatever on her cigarette because she loves how cute and feminine they are. They make her feel less “yucky” when smoking. These are all things Camel takes into consideration when designing their product in order to reach maximum productivity.
The packaging and cigarette of No.9's scream female! The resemblance to high end Chanel designs gives the idea that so too are the No.9’s. The color pallet is feminine, modern, and youthful to further appeal to the young generation. The cigarette is slender, almost resembling a woman’s figure. Camel keeps it simple and colors the cigarette a pure white with a simple pink stamp of their iconic mascot. This simplicity gives the product that “cool” factor. In plain terms, if Barbie smoked a cigarette, she would choose No.9’s.
Let’s face it, Camel has a highly attentive marketing team that is superb at appealing to their audience. Even with their product having the potential to kill, they still are able to make every young female want to try one, or at least keep a pack in her purse. If you can fool so many into that, there is no denying your design’s success. There is nothing left to say but, hats off to you Camel, for tricking the girls of our future into lung cancer!
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