The folks at Camel continue their never-ending journey to make cigarettes cooler. What have they got up their sleeve now? Well, it’s actually up the filter.
Introducing: Camel Crush. Each cigarette contains a menthol capsule in the filter; if you squeeze it, the cig is minty fresh. If you don't, it stays non-menthol.
But, um, why? Don’t you either smoke menthols or not? Unless you’re a smoker who is tired of not being able to lend smokes to your pals because you prefer menthols and they don’t. But we’re pretty sure that’s the best part of smoking menthols.
Camel is planning to test-market Crush in Houston and we got a pack of our own thanks to a super-secret connection (AKA blood relative) who’s helping with marketing.
We asked a potential cancer patient (i.e., a smoker) to try it out. He took a couple of puffs without breaking the capsule and said there was still a menthol taste. “It tastes like I chewed some gum and then smoked a Marlboro Light,” he said. Post capsule-break, he said it tasted like a weak menthol cigarette.
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So there’s a full, official product review for you, but it still seems pretty pointless to us. We have to admit, however, that it is kind of fun squeezing the filters and hearing the capsule go “pop.”
Man, you know who would really enjoy something like this? Kids!
-- Dusti Rhodes