Date: 1937
Brand: Camel
Manufacturer: R. J. Reynolds Tobacco Company
Campaign: For Digestion Sake
Theme: For Your Health
Keywords: Male, Female, Digestion, Nerves, Irritation
Quote: The lightening quick camera eye caught Herb Lewis in this slashing set-to before the goal. Next split-second he scored! After the game [he] said, You bet I enjoy eating. And I'll give Camels credit for helping me enjoy my food. Smoking Camels with my meals and afterwards eases tension. Camels set me right! And they don't frazzle my nerves. Camel smokers enjoy smoking to the full. It's Camels for an invigorating lift in energy. At mealtimes it's Camels again for digestion's sake. Thanks to Camel's gentle aid, the flow of the important digestive fluids- alkaline digestive fluids- speeds up. A sense of well-being follows. So make it Camels- the live-long day.


For Digestion Sake

From 1936-1937, and then occasionally in 1938 and in 1939, Camel ran the For your digestion s sake, smoke Camels campaign, which insisted that Camels helped speed digestion by increasing alkalinity perhaps the strangest health claim in all of tobacco advertising history. The digestion advertisements employed an array of techniques, ranging from celebrity and athlete testimonial to youth appeal through a claim to modernity. Claims like They never get on your nerves and They are gentle on your throat implied that other cigarettes produced these negative side effects, but that Camels were different. Camel claimed to have based its digestion facts on studies conducted by Dr. A.L. Winsor of the Graduate School of Education at Cornell University. By 1951, the Federal Trade Commission (FTC) issued a cease-and-desist order prohibiting R.J. Reynolds from portraying Camels as aiding digestion in any respect (1). In the same FTC report, the FTC ruled that smoking cannot be considered under any circumstances as beneficial to any of the bodily systems. Considering that the digestion advertisements hadn t run for over a decade, the FTC mandate might be seen as too little too late.

1. R.J. Reynolds Tobacco Co. v. FTC, 192 F.2d 535 7th Cir. 1951

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