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Upon the 75th anniversary of Camel, McCann-Erickson advertising agency decided to reintroduce Old Joe in the Smooth Character campaign

The flavor was marketed as a Turkish and Domestic blend, and was meant to be milder than other harsher smoking tobacco on the market

A short time later, Camel launched its healthful properties campaign, which promised renewed energy

However, upon pointing out that since Joes reintroduction into Camels advertisements, the underage market jumped to 61%, Camel was forced to permanently withdraw the character in 1997

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Camel Cigarettes came into almost immediate success after the tobacco company marketed the product in advance, rolling out The Camels are Coming campaign that was meant as a teaser to pique the publics interest in the product