R. J. Reynolds Tobacco Company
In 1987, RJR resurrected the mascot for their Camel brand of cigarette, Joe Camel. Joe Camel, an anthropomorphic cartoon camel wearing sunglasses, was claimed to be a ploy to entice and interest the underaged in smoking. R.J. Reynolds maintained that Joe's "smooth character" was meant only to appeal to adult smokers.
Joe Camel
The U.S. marketing team of R. J. Reynolds (RJR), looking for an idea to promote Camel's 75th anniversary, re-discovered Joe in the company's archives in the late 1980s.