SBD/29/Sponsorships Advertising Marketing

RJ REYNOLDS LAUNCHES NEW NASCAR-THEMED PRINT ADS

     Leveraging its sponsorship of the "Smoking Joe" NASCAR team,
R.J. Reynolds Tobacco recently broke new print ads for Camel
cigarettes, according to ADWEEK.  The ads feature a pit crew
tending to a live camel, which is "tatooed" with colorful decals,
like a stock car.  The Winston Salem, NC-based Long Haymes Carr
created the campaign.  An agency client rep said the ads are "a
reminder of our 20-plus-year commitment to motor sports -- a
favorite activity among many adult smokers."  The rep added the
live camel will not replace the "cartoonish" Joe Camel, and three
executions of the ads will run throughout the year in magazines
like Playboy, Motor Trend and SI (ADWEEK, 2/26 issue).
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