II: Camel No. 9, now available in Stiletto’s
For decades, Camel cigarettes have predominately been male-focused. Recent brand extension from its core competency and product attributes have allowed it to successfully tap into the female market, with successful campaigns to elevate its brand image to appeal to women by being sophisticated and premium. This brand extension leverages on its core competency. Camel cigarettes were originally blended to have a milder taste, compared to other harsher brands. While Turkish tobacco used in Camel cigarettes has a much more distinctive odor when burned as compared to other cigarettes, it is characterized as distinctive and exotic. This brand extension also leverages on its product attributes of being exotic from its Turkish Gold and Royal variety blends, and creating a new line for females is close to its core competency because it leverages on its brand equity of being distinctive. This new brand extension also rides on the existing brand identity. Originally, the camel symbol represented vogue, because in the early 20th century travels to far away places were in vogue and a camel symbolised that nicely. However, in the new brand extension, “ Stilettos” were highlighted, which is how females travel and represent in vogue. The target audience for Camel No. 9 is drastically different than the male audience, starting from the packaging to the naming. No. 9 evokes women’s fragrances like Chanel No. 19, as well as a song about romance, “Love Potion No. 9.” However, it seems to be a natural brand extension, because it contributes to the overall brand portfolio’s innovative image, and does not hurt the parent brand. While the image is chic, cool and black, it is not too feminine as to hurt the predominant male image. It struck a delicate balance as not to affect the Camel male-smoker.
For decades, Camel cigarettes have predominately been male-focused. Recent brand extension from its core competency and product attributes have allowed it to successfully tap into the female market, with successful campaigns to elevate its brand image to appeal to women by being sophisticated and premium. This brand extension leverages on its core competency. Camel cigarettes were originally blended to have a milder taste, compared to other harsher brands. While Turkish tobacco used in Camel cigarettes has a much more distinctive odor when burned as compared to other cigarettes, it is characterized as distinctive and exotic. This brand extension also leverages on its product attributes of being exotic from its Turkish Gold and Royal variety blends, and creating a new line for females is close to its core competency because it leverages on its brand equity of being distinctive. This new brand extension also rides on the existing brand identity. Originally, the camel symbol represented vogue, because in the early 20th century travels to far away places were in vogue and a camel symbolised that nicely. However, in the new brand extension, “ Stilettos” were highlighted, which is how females travel and represent in vogue. The target audience for Camel No. 9 is drastically different than the male audience, starting from the packaging to the naming. No. 9 evokes women’s fragrances like Chanel No. 19, as well as a song about romance, “Love Potion No. 9.” However, it seems to be a natural brand extension, because it contributes to the overall brand portfolio’s innovative image, and does not hurt the parent brand. While the image is chic, cool and black, it is not too feminine as to hurt the predominant male image. It struck a delicate balance as not to affect the Camel male-smoker.
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