Joe Camel

AbstractDialogue about the use and impact of Joe Camel has dissipated since RJ Reynolds retiredthe advertising campaign in 1997. However, Joe Camel remains important for advertising because of its controversial and prominent use as a worldwide celebrity presenter. Using a historical lens equipped with before, during and after Joe Camel data, we examine Camel print advertising performance, adult brand usage, market share and advertising/promotional spending from 1986 to 2003. Our research suggests that, though Joe was an ideal celebrity endorser who attained excellent print recognition scores, his direct effect on sales in the short and longer term is unclear considering that Camel’s overall market share stayed mostly the same during the Joe Camel campaign. In the end, Joe may have met his demise like any other celebrity endorser whose bad behaviour threatens to cause negative associations that could prove harmful to a brand. Additional informationNotes on contributorsMarc G. WeinbergerMarc G. Weinberger is Professor of Marketing at the University of Massachusetts, Amherst, USA where his advertising work has explored the use of humour and other message devices in magazines, television and radio advertising. He has co-authored two books, Humor in Advertising: A Comprehensive Analysis and Effective Radio Advertising as well as articles that have appeared in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Advertising Research, Journal of Advertising, European Journal of Marketing and Journal of Current Research in Advertising among others. He serves on the editorial review boards for the Journal of Advertising and the Journal of Marketing Education.Harlan E. SpottsHarlan E. Spotts is Professor of Marketing at Western New England College in Springfield, Massachusetts. His research has focused on marketing communications issues including the effects of humour in advertising and celebrity spokespersons. His research has appeared in the Journal of Marketing, Journal of Advertising Research, Journal of Advertising, European Journal of Marketing and the Journal of Marketing Education.Ereni MarkosEreni Markos is an Assistant Professor of Marketing and Advertising at Quinnipiac University, Hamden, CT. She graduated with a PhD in Marketing from the University of Massachusetts, Amherst, in August 2010. Her research interests include consumer privacy, social media, and cross-cultural marketing.