Tell R.J. Reynolds: Stop Using Our Cities to Market Your Tobacco

R.J. Reynolds, the company that brought Joe Camel to kids, isn’t exactly known for their responsible marketing. But recently, they’ve gone a step too far, using great cities throughout the U.S. to market their addictive substance.

As part of their “Break Free Adventure” Campaign, the company callously uses the names, appeal and trendiness of ten destinations, including San Francisco, Seattle, Las Vegas, Williamsburg (Brooklyn), New Orleans, and Austin, TX, to try to equate their cigarettes with the appeal of these cities.

San Francisco city officials have recognized this for what it is -- a shameless, youth-targeted marketing stunt -- and have sent a letter to R.J. Reynolds, asking them to cease the campaign, which will sell limited edition city-branded cigarette packs in December and January. 

“This 10-city adventure game shamelessly appeals to youth by featuring cities, including San Francisco, that are associated with independent music, trendiness, rebellion and freedom.”  

Campaign for Tobacco-Free Kids has also asked R.J. Reynolds to cease the campaign, noting that, “Certainly the citizens and leaders of these cities do not want to be associated with a product that kills more than 400,000 Americans every year. RJR showed truly shameless disregard for the death and suffering its products cause by calling this campaign a ‘celebration’ of the locations involved.”

Join with San Francisco city officials and anti-smoking advocates and tell R.J. Reynolds to cancel their “Break Free Adventure” marketing campaign for Camel cigarettes. We can find our own way to honor and celebrate our cities. 

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