Faced with the challenge of repositioning CAMEL as a top brand among young consumers, we developed the LIVE IT. LOVE IT. concept, so that every Camel experience might be framed by this challenge.
As part of the Holi Festival of Colors at Obras Sanitarias stadium, smokers were exclusively invited to a select party, where CAMEL shared its background and was able to show itself as a completely relaxed and inspiring brand, as it has been since 1913.
