JT Internacional (Spain) – Camélame

Campaign Title Camélame
Brand JT Internacional
Category A7 FMCG Products Healthcare & Wellbeing
Medal Silver
Agency Momentum


Andalusia is a strategic zone for the brand as it represents 25% of cigarette consumption in the sub-premium segment, where Camel is positioned. However, Camel has a lower market share here than in the rest of Spain. Andalusian smokers did not identify Camel with their region or values, and this was preventing further brand growth.


To reposition the brand it had to become credible and desirable with powerful local values, and a visible, attainable and attractive image to young people. There also needed to be conversion from the competition, so its share and strength in the market place would place it as a competitive regional brand.