It's only a memory now, the war cigarette shortage. But it was during that shortage that people found themselves comparing brands whether they intended to or not.
This advertisement evokes patriotism through memories of the shortage on cigarettes which resulted from World War II. R.J. Reynolds latches on to the shortage and uses it to Camel’s advantage, claiming that the shortage allowed people to discover that “Throats welcomed the kind of cool mildness Camels deliver.” This is the introduction of the “T-Zone” campaign (“T for Taste…T for Throat…”) which lasted for years. The T-Zone campaign provides the consumer with a sense of independence and autonomy – a common tactic in cigarette advertising, even today – while the addition of the “More Doctors Smoke Camels” campaign provides the consumer with reassurance.
Doctor, Female, Irritation, Male, Mild, Throat
