Magazine article Marketing

Camel Unveils Plans for [Pound]5m Identity Relaunch

Magazine article Marketing

Camel Unveils Plans for [Pound]5m Identity Relaunch

Article excerpt

Japan Tobacco International (JTI) is developing plans to relaunch its Camel cigarette brand and is in talks with agencies about a through-the line marketing campaign to support the work.

The company is believed to be looking at creating a new visual identity for Camel and has allocated a substantial budget - an estimated [pound]5m to the project.

The overhaul is likely to include new packaging across the brand's range of products, as well as an integrated marketing campaign designed to boost sales of Camel in key territories.

Camel's pan-European ad agency, McCann-Erickson, is understood to be researching a number of executions to run in various territories.

Camel has also held a pitch between three international agency networks to devise a new strategy for the brand. The agency selection process is being run out of JTI's Geneva headquarters.

JTI, whose other brands include Winston and Salem, refused to comment on either the rebrand plans or the pitch.

But one agency source said: "The company is looking for a complete communications solution to relaunch Camel. …

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