Camel (cigarette)
In late 1987, RJR created "Joe Camel" as a brand mascot. In 1991, the American Medical Association published a report stating that 5- and 6-year olds could more easily recognize Joe Camel than Mickey Mouse, Fred Flintstone, Bugs Bunny or even Barbie. This led the association to ask RJR to terminate the Joe Camel campaign. RJR declined, but further appeals followed in 1993 and 1994. On July 10, 1997, the Joe Camel campaign was retired and replaced with a more adult campaign which appealed to the desires of its mid twenties target market. Camel paid millions of dollars to settle lawsuits accusing them of using Joe Camel to market smoking to children.
Mexican Joe
In 1897, Pawnee Bill's Wild West Show was the first to hire Jose as a performer. Only fifteen years old at the time, Jose was already an expert equestrian and roper. Because of his accomplished use of the lariat from horseback, Wild West Shows billed him as the greatest trick roper in the world. He toured throughout the United States and Europe with Pawnee Bill, Buffalo Bill Cody, and the Miller Brothers 101 Ranch Show. He and other performers executed the spectacular "Bailable a Caballo" in which riders and horses danced in pairs to the music of a twelve piece band.