ABSTRACT
It was R.J. Reynolds who produced the first truly national brand, providing a model for the entire industry. Recognizing that he could not afford to advertise local and regional brands for every market segment, as his major competitors were doing, Reynolds opted for a single brand. After several unsuccessful attempts, he introduced Camel in 1913. It contained mostly American Burley with some Bright leaf and a little Turkish Latakia. Billed on the package as a “Turkish & domestic blend,” it vastly exaggerated the amount of Oriental tobacco in the blend and was heavily flavored with additives to taste like expensive Turkish cigarettes. The package also stated the cigarette’s quantity and price: “20 for 10¢” as well as an intimation of quality, “No premiums or coupons,” implying that such marketing ploys were precluded because of the brand’s expensive Turkish leaf and low selling price. In reality, though, Camel was really quite profitable.
