Camel Menthol rolls out

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R.J. Reynolds Tobacco Co. this week rolls out Camel Menthol, a product tested in Buffalo and Chicago, with a major advertising campaign from Mezzina Brown, New York. The effort for the product, available in lights and regular styles, will feature Joe Camel. This is the company's second menthol line extension this year, following the introduction of Red Kamel Menthe, a niche brand sold mainly in bars and restaurants in nine cities, and comes while RJR continues to struggle to identify a new positioning for its ailing, and currently unsupported, Salem brand.

Copyright January 1997, Crain Communications Inc.

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