TOBACCO FOR WOMEN, A look at gender and PR

'Light and Luscious' says the new Camel N.9 ad. You can see the picture on the right, it personally reminded me of an attractive fragrance name, the New York Times even said it : 'The new variation, Camel No. 9, has a name that evokes women’s fragrances like Chanel No. 19, as well as a song about romance, “Love Potion No. 9.' The cigarette is a pretty picture, pink and black, giving it a feminine and trendy look. RJ.Reynolds promoter of the product has worked hard to advertise the product, throwing parties, giving the brand a 'night out' signature. The other picture is Cancer N'9 which obviously is another attack on a tobacco product. Gender and PR is an interesting subject because for example Camel has always been a more men oriented cigarette, but tobacco marketing had switched its antenna's to a new influential target, and is still doing so. Slimness, health ( ironic?) vigour and good times appeal to women, especially with
cigarettes identified as “women’s” brands.The box looks 'healthier' at least then other boxes such as Malboro Red, eventhough it's all the same in the end, it's all PR. Virgin Slims had the 'You've come a lond way baby' 'It's a women thing' and find your voice' strategy, slogans that emphasize the idea of independance, power, and equality. The 'light' 'mild' and 'thin' terms are attractive for us women, arent they? But how does the PR really work? The tobacco industry works hard on the image it portrays on it's product, but again it's not about putting the cigarettes in a pretty picture box or advertising on big magazine names such as Vogue, Cosmopolitan..it's about targetting the hidden images. Why hidden? obviously because of the ongoing attacks and war on tobacco, the industry is finding different tactics and strategies, more subtle ones, worthy of learning about if you are a PR person.

Reference The NY Times, The Tobacco Free Kids Camel N.9 report