R.J. Reynolds Tobacco Company was in a direct competition to be the top cigarette advertising company. They had fallen to No. 2 as Lucky Strike held the top position. The placement was not settling well with R.J. Reynolds executives. The competition for sales and market share was a huge incentive for R.J. Reynolds to come up with a selling tactic.
During this time Franklin D. Roosevelt had been sworn in as President and hard times were one the horizon. The depression was ravaging ruthlessly across the nation. FDR was faced all time high unemployment rates and bank failures. In this time congress also introduced a bill that repealed prohibition. Times were taking a turn for the better and alcohol was now legal. Sports and entertainment was also taking a hit but continued as normal as possible. Including All-star games and World Series events. With the attention on Baseball, R.J. Reynolds took advantage of the public's fascination and loyalty to baseball. Baseball players like, Bill Terry, John Collins Ryan and Mel Ott were long time endorsers of Camel Cigarettes.
Their competition was the well-known American Tobacco Company who manufactured its top brand, Lucky Strike. The move to have athletes endorse Camel cigarettes launched Camel to top. Lucky strike then moved their tactics to challenge the candy industry and introduced the, "Reach for a Lucky instead of a sweet" Campaign. Camel had baseball players; football players and Olympic athletes endorse their products from 1930s to the late 1950s.
The Pop History Dig. (2014). Retrieved from http://www.pophistorydig.com/
Ad: "Get a Lift With a Camel!," Popular Science, October 1934, from, ModernMechanix.com, August 6, 2007.