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."