Up to date, smokers may have found themselves feeling anxious and irritable, and not just for the usual reasons. A redesign of the Camel Lights packaging (the first since the brand's inception in 1913), coupled with a remix of the cigarette's long-standing recipe, poses a challenge to consumer brand loyalty.
The graphics on the package have been streamlined and stylized with bolder metallic colors and the cigarette has been enhanced with a blue stripe. It's still too early to tell what, if any effect the rebranding, launched in March, will have on sales, says RJ Reynolds Tobacco spokesperson David Howard. Camel Lights sell higher than all other Camel styles but Howard says, "part of the push behind this packaging refresh" was that the Lights' share of the market had become relatively flat. "In our focus group testing with adult smokers, both franchise smokers—current Camel smokers—as well as smokers of competitive brands, the response was very positive. Franchise smokers said that they liked the packaging as much if not more than the current packaging, they also liked the blend as much and found it at parity with Camel."
