The company spent $48.1 million in 1996 to promote its Camel brand, according to Competitive Media Reporting, a New York firm that tracks advertising spending.

Reynolds, eager to increase the sales of its fast-growing Camel brand among women, is introducing a variety aimed at female smokers.

"The Camel brand has proven to be very responsive to marketing support," Mr. Goldman said.

Since last year, R. J. Reynolds, through its Camel brand, has backed events in four cities.

Joe Camel first appeared in this country in 1988, in materials created for the 75th anniversary of the Camel brand by Trone Advertising.

The original, unfiltered Camel brand was once the most popular cigarette in America, thanks to memorable slogans like "I'd walk a mile for a Camel."

Reynolds's product, Camel Snus, is named after its Camel brand and imported from Sweden.

"We wanted to highlight the basic blend, offer adult smokers something new to try and also to try to differentiate the Camel brand from others."

Dunhill International cigarettes American distribution is owned and operated by Reynolds American, who are most notably famous for their Camel brand.

Among these was the American Camel brand, established in 1913, which used on its packet three Egyptian motifs: the camel, the pyramids, and a palm tree.