R.J. Reynolds is setting its sights on its latest target -- Williamsburg, the hipster capitol of New York -- with its newest line of Williamsburg Camel cigarettes.
The iconic camel will appear on the front of the cigarette box on what appears to be Kent Avenue, with a background of the old Domino Sugar factory and the Williamsburg Bridge. The Camel website refers to the trendy neighborhood as "the most famous hipster neighborhood," and sums up the Williamsburg experience as being "about the last call, a sloppy kiss goodbye and a solo saunter to a rock show in an abandoned building."
The Williamsburg label is part of a 10-week "Camel Break Free" promotion that is redesigning the Camel Blues pack, formerly known as Camel Lights.
"Smoking is so 90's though," one Williamsburg resident told the PIX11 News with a laugh, "it's kind of silly." But the cigarette giant believes its romantic message and call to the cool will help them grow their market. The campaign promises that potential Camel smokers switching to the brand will earn "serious street cred."
"They may do well here but they may not, I mean the people of Williamsburg may rebel against them," said Jeff Goldman, a musician living in Williamsburg.
"Williamsburg is smoking -- but not cigarettes," said Brooklyn Borough President and former smoker Marty Markowitz, "it's smoking because it's a cutting edge neighborhood."
R.J. Reynolds is not the first major corporation to try to woo the elusive hipster market -- clothing manufacturer American Apparel and real estate companies such as Douglaston Development have all descended on the neighborhood with hipster-oriented marketing campaigns.Copyright © 2014, The Baltimore Sun