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RJR EXTENDS CAMEL 'TURKISH' LINE

Marketing for Brand Not Changed by Recent Court Ruling

By Published on .

CHICAGO (AdAge.com) -- R.J. Reynolds Tobacco Co., Winston Salem, N.C., said it will extend its Camel line with the national launch July 1 of Camel Turkish Royal.

The full-priced, medium-flavored cigarette joins the Camel Turkish Family as a richer-flavored sibling of light-style Camel Turkish Gold and menthol Camel Turkish Jade.

"We'll have a

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full range of marketing tactics to build awareness and trial," said Camel's vice president of marketing for Camel, Scott Rhodes, who would not reveal specific marketing plans.

All communications will use Camel's umbrella theme -- "Pleasure to burn" -- created by Camel's agency of record, Mezzina Brown & Partners, New York.

Point-of-sale materials are handled by Gyro Worldwide, Philadelphia.

Although a California court recently fined RJR $20 million for targeting youth in its magazine advertising, RJR has not altered its marketing plans for Camel Turkish Royal, Mr. Rhodes said.

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