Editing Joe Camel (section)

=== Retrospective Assessment ===
Academics have analyzed the long-term effects of the Joe Camel campaign, with mixed conclusions. A 2010 paper in the ''International Journal of Advertising'' found that while the campaign initially brought significant consumer attention to the Camel brand, the subsequent negative publicity likely reinforced anti-smoking attitudes. The study noted that Joe Camel was ultimately less successful than Philip Morris' Marlboro Man, which achieved a stronger cultural and market presence.

Additionally, the paper pointed out that brands like Newport reached a comparable market share and similarly young demographic without the use of a mascot or spokesperson, suggesting that Joe Camel’s presence may not have been as critical to Camel’s success as initially perceived. While the campaign is remembered for its controversy, it also stands as a cautionary tale about the potential risks of aggressive and ethically questionable marketing strategies.