I'd Toddle A Mile For A Camel

From 1987 to 1990, R. J. Reynolds Tobacco Co. saw its share of Camel filter cigarettes jump from 2.7% to 3.1% -- some leap for an aging brand when U. S. cigarette sales are sinking. The No. 2 tobacco manufacturer resuscitated the brand largely through a four-year-old ad campaign featuring a cartoon character of its Camel mascot. Now, it's looking as if the extra market share may have come at a steep price.

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