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.
Camel case
The first systematic and widespread use of medial capitals for technical purposes was the notation for chemical formulae invented by the Swedish chemist Jacob Berzelius in 1813. To replace the multitude of naming and symbol conventions used by chemists until that time, he proposed to indicate each chemical element by a symbol of one or two letters, the first one being capitalized. The capitalization allowed formulae like "NaCl" to be written without spaces and still be parsed without ambiguity.