Joe Camel: Postmortem of a brand spokesperson
Marc G. Weinberger
University of Massachusetts
Harlan E. Spotts
Western New England College
Ereni Markos
Quinnipiac University
Introduction
The 11th of July 1997 was a historic day, for it was the day that one of the most controversial figures in advertising history died; Joe Camel was no more. Some members of social advocacy groups may have been euphoric, celebrating a victory in their war on tobacco and teenage smoking. Others within the industry lamented the demise of Joe, a celebrity who was responsible for transforming the Camel cigarette brand from ‘old-fashioned and stodgy’...