Who's Chad Reynolds? What achievements have you made in your life?

Chad Renades was born in 185 1. He started his cigarette business at the age of 24 and produced a flat chewing cigarette in Winston-Salem, North Carolina. At that time, people didn't buy much cigarettes, most of them made their own cigarettes, and the sales of cigarettes were limited to a fixed area. Reynolds, who has just started, always feels the pressure of competition. In particular, james buchanan Duke's American Tobacco Company took the lead in introducing machine-made tobacco in 1884, and its predatory low price pushed Renades to the wall. Faced with the law of the jungle, Renades had to agree to Duke's acquisition request and sell the company to Duke. Despite this, Reynolds did not despair. He always pays attention to the changes of the current situation and the cigarette market, secretly accumulates strength and waits for the opportunity.

God helps God, because large trust groups monopolize the market crazily, causing social unrest. For example, Duke Group controlled 80% of the American cigarette market in 19 10. The head of the American government headed by Roosevelt had to give consideration to the interests of the whole bourgeoisie and safeguard their rule, and successively promulgated a series of antitrust policies and decrees, including demanding the decentralization of American tobacco companies. Although these measures can't fundamentally curb the growth of monopoly, they have given Reynolds a rare "time". 19 1 1 year, Renades finally regained control of the company and decided to challenge the situation that American tobacco companies monopolized the American market.

Challenge the overlord

Renades launched his four varieties as sprint brands, and he especially promoted camels as the first brand. Just as Renades had just finalized the name Camel and prepared for "image design", a dromedary named "old boys" came to Winston-Salam. This is the main actor of barnum and Billy Circus.

Renades sent his stenographer with a camera to watch the star's performance and visit. The competent stenographer not only brought back the photos of old boys, but also got the records about it. It is from this record that Renades has his own unique artistic conception of the four brand packaging and camel image: draw a picture including palm leaves and pyramids to show people the ancient and distant Turkish smoke-although there are no pyramids in Turkey, the pyramids represent ancient, mysterious and kingly demeanor, so Renades added them. The packaging box of Osman brand cigarettes is the image of an old Turk; On the box of KedKarnel brand cigarette is a fast-running camel; On the packaging of camel brand cigarettes, it is the image of "old guy"-camel actor, who is not only simple and lovely, but also full of modern flavor and vitality, and is a guy everyone loves. It can be said that this set of packaging design constitutes a unified and series of visual effects, giving people a full and mature feeling, especially when it is linked with baked tobacco slices, it can make smokers feel that this is an exotic high-quality cigarette. In this way, Camel brand cigarettes and other three brands of cigarettes were born together and joined the fierce competition.

Beat an opponent by surprise

1920, a golfer suddenly stopped playing and went to the audience and asked for a camel cigarette. As he lit his cigarette, he said humorously, "I'd like to walk a mile to buy a camel cigarette." The audience who happened to give him cigarettes were employees of Camel Cigarette Advertising Agency. In this way, the golfer's words became the slogan of camel cigarettes for 30 years.

Renades didn't start in the cigarette industry in time, but he decided to build his own kingdom with a brand-new brand. At that time, there were more than 50 brands on the market. Careful Renades found that all cigarettes of these brands are made directly from Virginia tobacco or strong aromatic Turkish tobacco. He thought, can a cigarette have the advantages of both kinds of tobacco? So Leonard excitedly began to experiment. At the same time, Renades also launched three brands of conventional cigarettes.

19 13 years, these four brands were put on the market at the same time. Renault, directly manufactured by Virginia Tobacco Company; RedKamel, made of Texaco tobacco, with filter tip; Osman, made of pure Turkish tobacco; Camel camel, which contains rich and bright flavors and fragrances of Virginia tobacco and Turkish tobacco series, and also adds sweeteners, is an experiment to test whether smokers can accept mixed cigarettes made of two kinds of tobacco. Renades had high hopes for it and named it camel to emphasize that it came from a foreign land in the Middle East. Under Renades' careful marketing and bold perception, camel brand has finally developed into a world-famous brand that has dominated for decades.

rapid rise

With more and more cigarette brands, in order to gain customers' loyal consumption and tolerance for unstable product quality, manufacturers have continuously introduced various marketing methods. At that time, the most popular methods were lottery and bonus, that is, putting lottery in cigarette cases to encourage customers to keep buying their cigarettes. When the lottery reaches a certain number, they can get a pack of free cigarettes or other items.

Renades found that at that time, such marketing methods appeared in almost all brands, and all kinds of lottery tickets were flying all over the sky, and people were already numb to these. Therefore, he decided to adopt a surprise marketing strategy. He first reduced the price of Camel cigarettes. At that time, the price of its rival brands was 15 cents a pack of cigarettes, while camel cigarettes were 10 cents a pack of cigarettes. Later, Renades did not use lottery tickets and bonuses, but did the opposite. A very striking slogan is printed on the outer packaging of camel cigarettes: "Don't count on lottery tickets and rewards. Camel cigarettes are prohibited."

This simple sentence shows customers that camel cigarettes are of high quality although their prices are low. Once this strategy is implemented, smokers are also convinced that Camel brand cigarettes are really different. It is not established by rewards, so it must have excellent quality. Finally, Camel brand cigarettes have won the favor of smokers with their unique taste, novel and unique decoration and unique marketing methods. Camel cigarettes gradually surpassed other brands, and the success of camel inspired Renades, so he began to break through the regional distribution network and directly enter the national distribution.

19 13 At the end of the year, Camel brand cigarettes were finally pushed to the whole country under a strong advertising campaign, becoming the first cigarette brand to be sold and promoted nationwide. 19 14 The sales volume of Camel brand cigarettes reached 4? $500 million, 19 15 years reached $2.3 billion, 19 17 years sales exceeded10 billion dollars. Camel brand cigarette was born in 19 13, and Reynolds died in 19 19. However, his spirit and will have always inspired this world-famous brand to persist in innovation and maintain its brand position in the next few decades. In particular, the image of "old guy" created by Leonard has been recognized and loved by many consumers and has become a masterpiece in the history of advertising. Renades's contribution to "Camel" cigarettes is irreplaceable by anyone.