R.J. Reynolds Tobacco Co., Winston-Salem, N.C., has created an extensive direct mail program for Camel that involves the brand's first custom publication as well as a catalog of non-branded merchandise and a mail-order-only cigarette brand, Camel Exotic Blends. The initial mailing of the quarterly CML
is under way to what a spokeswoman described as "age-verified smokers'' in 30 states. Created by Wink Media, London, CML
aims to leverage the brand's exotic, Turkish "personality.'' It carries Wink-created ads for Camel Exotic Blends. The catalog offers unbranded products including Turkish coffee, lighters and T-shirts.
Copyright November 1999, Crain Communications Inc.