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RJR ADDS NEW KAMEL PACK WITH MENTHE

By Published on .

R.J. Reynolds Tobacco Co. isn't waiting to check the success of Red Kamel cigarettes before launching an extension. Here comes Kamel Menthe.

The menthol product, available in regular and light version, is being distributed this week in the same four cities as Red Kamel-New York, Los Angeles, San Francisco and Dallas-but will get separate advertising from Gyro, Philadelphia.

"There are a lot of people who have tried [regular] Camel who we would like to come back," said Frances Creighton, Camel's marketing director, in explaining the strategy behind the new Kamel-with-a-K entries.

RJR won't discuss support but it says Kamel Menthe's advertising will be on a par with Red Kamel, backed with print ads, promotion and sampling since its late February introduction.

Kamel Menthe will get a new pack style that slides opens from the side. Advertising plays on that, calling Kamel Menthe "the only brand with slide-o-matic action."

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