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Camel cigarettes were originally blended to have a milder taste in contrast to brands that were considered much harsher at the time of its introduction. In addition, they were promoted, prior to official release, by a careful advertising campaign that included "teasers" which merely stated that "the Camels are coming" (a play on the old Scottish folk song, "The Campbells Are Coming"). This marketing style was, in fact, a prototype for attempts to sway public opinion that coincided with the United States' entry into the First World War, and later the Second World War. Another promotion strategy was the use of a Circus camel, 'Old Joe', which was driven through town and used to distribute free cigarettes. Old Joe was used as the model for the camel on the package.

The brand's catch-phrase slogan, used for decades, was "I'd walk a mile for a Camel!" The most famous historical style of Camel cigarettes is the soft pack of the regular, unfiltered variety. Camel regulars achieved the zenith of their popularity through personalities such as news broadcaster Edward R. Murrow, who smoked up to four packs of Camel regulars per day, in effect using a Camel cigarette as his trademark.

In late 1987, RJR created Joe Camel as the mascot for the brand. In 1991, the American Medical Association published a report stating that 5- and 6-year olds could more easily recognize Joe Camel than Mickey Mouse, Fred Flintstone, Bugs Bunny or even Barbie.[1] This led the association to ask RJR to terminate the Joe Camel campaign. RJR declined, but further appeals followed in 1993 and 1994. On July 10, 1997, the Joe Camel campaign was retired and replaced with a somewhat more adult campaign which appealed to the desires of twenty-somethings to meet -- or be -- beautiful and exotic women (desires they nonetheless share with teenagers) in 1930s attire and themes.

Signature Blends (Frost, Infused, Robust, & Mellow) (Launching Spring 2007), No. 9 (Menthol and Regular), Subtle Flavour (Blue in UK), Orange (often seen in Italy), Filters (King Size, 100s and 99s), Lights (King Size, 100s and 99s), Ultra Lights (King Size and 100s), Smoothes, Natural Flavour, Wides Filters, Wides Lights, Wides Menthol, Wides Menthol Lights, Menthol, Menthol Lights, Regular (unfiltered), Helander Rare, Camel Lights, Special Lights (King Size and 100s), Turkish Jade (Menthol; King Size and 100s), Turkish Jade Lights (Menthol; King Size and 100s), Turkish Silver, Turkish Gold (King Size and 100s), Turkish Royal, Kamel Reds, Kamel Reds Lights, Kamel Menthe , Kamel Menthe Lights

In addition, "Exotic Blends" were available in tins (recently discontinued due to settlement with Attorney General). These include:

Orange, Samsun, Basma blast, Cinnzabar, Twist, Crema, Izmir Stinger, Rare, Rare Menthol, Dark Mint, Mandarin Mint, Mandalay Lime, Aegean Spice, Bayou Blast, Beach Breezer, Margarita Mixer, Midnight Madness, Back Alley Blend, Kauai Kolada, Twista Lime, Warm Winter Toffee, Winter Mocha Mint, Snake Eyes Scotch, BlackJack Gin, ScrewDriver Slots