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Camel became one of the most recognizable cigarette brands in history by closely linking its advertising with identity, lifestyle, and popular culture during an era when tobacco marketing faced far fewer restrictions. Joe Camel was introduced by R.J. Reynolds in 1987 to revitalize the Camel cigarette brand. The suave, sunglass wearing mascot was incredibly successful but highly controversial. A landmark 1991 study revealed that Joe Camel ad : r 70s 1983 Camel Lights Cigarettes Ad a Man Belongs DU0049 Camel Man.

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