CAMEL CIGARETTES as a cigarette brand is over a century old, developed by Richard Joshua "R. J." Reynolds, founder of the company that still bears his name way back in 1913. The cigarettes were originally blended to have a milder taste than other brands. He named his packaged cigarettes ”CAMEL” because its main ingredient was Turkish tobacco.
The widely promoted cigarettes was advertised with the slogan "I'd walk a mile for a Camel!", that was so popular, it was used for decades. In the Philippines, Fortune Tobacco Corp., founded by business tycoon Lucio Tan in 1965, and the producer of the hugely successful local brands Champion, Fortune and Hope Cigarettes, expanded their portfolio with the inclusion of foreign brands that included Winston, Salem and CAMEL.
The CAMEL product advertising adapted by the local agency, J. Romero & Associates, were all American-conceived materials. In 1984, the campaign “The Taste That’s a Legend” was launched, using U.S. color print ads that showed up on glossy magazine covers, shown on this page. The ads featured a man going on a solo trip on an Amazon River-like setting, that is bound to be, indeed, a legendary adventure!
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