Camel Cigs Appeal More and More to Tweens

By Bryan Le 05/18/12

The tobacco giant won't self-congratulate too loudly for the profitable popularity of its "Crush" cigarettes among kids.

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Not your average Joe. Photo via

Even though iconic smoking mammal Joe Camel retired back in 1997, his legacy lives strong—Camel cigarettes have gained 21% of the market share among 12-16-year-olds. Why? Experts say it's due to the Camel Crush cigarette—a cigarette that magically goes from normal to menthol with a squeeze of its filter and appears popular among "tween" smokers. Newport has also gained ground with youngsters, though only by half as much at 11%; meanwhile Marlboro, despite actually losing ground in the barely-teen demographic, remains the king of youth smoking with 57% market share. And whatever the brand, menthol cigarettes dominate among young consumers. Market analyst Vivien Azer says this information is valuable because "young smoking brand preferences drive long-term market shares." But hold off on snapping up those Camel stocks because—fortunately non-cigarette investors, and developing lungs—overall youth smoking rates are dropping.

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Bryan Le grew up in the 90's, so the Internet is practically his third parent. This combined with a love for journalism led him to The Fix. When he isn't fulfilling his duties as Editorial Coordinator, he's obsessing over fancy keyboards he can't justify buying. Find Bryan on LinkedIn or Twitter