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.
Cuneo Gilbert &amp; LaDuca, LLP
"Joe Camel" Case - CGL's predecessor firm, Cuneo Law Group, PC, served as Washington counsel in the first case to challenge the "Joe Camel" cigarette advertising campaign. The action was filed in California state court in 1991 well before the U.S. Attorney General began tobacco litigation. This litigation led to the release of important documents that revealed R.J. Reynolds Tobacco Company had studied under-aged smokers with a view toward selling cigarettes and consequently induced youths to start smoking through targeted advertising.