R.J. Reynolds Tobacco Co. will present 23 nontobacco Camel Cash prize products to help decide on a 6-year-old legal contest over the advertising campaign.
The firm has decided to reopen the campaign for half a year — for California customers exclusively — who gathered certificates, also known as "C-notes," in cigarette packs from 1991 to Oct. 1, 2006.
Redemption would start 8 weeks after the arrangement obtains ultimate acceptance from the U.S. District Court for the Central District of California.
The injured parties have charged Reynolds of infringement of contract, unjust competition and misleading procedures. Judge Christina Snyder decided in December 2014 that 10 injured persons, directed by Amanda Sateriale, could continue following up on the class-action legal action they submitted in November 2009.
Listed members will be able to get the certificates for Reynolds products, as well as products that included ashtrays, pool tables, NASCAR trading cards, apparel, computers and pinball machines.
Seven named individuals will obtain between $10,000 and $15,000 in bonus awards, and the maker of Pall Mall cigarettes has decided to pay $4.75 million in attorney fees and expenses.
Numerous California class-action members have not been identified. Those people will be able to receive as much as 3,000 original C-notes if they have them in possession, or up to 1,125 C-notes if they confirm to possession as of Oct. 1, 2006, and meet other arrangement demands.
The plaintiffs suggested that the C-notes be appreciated at 20 cents each. Snyder approved the recommendation, saying "there is not a realistic alternative."
How much each prize product requires in C-notes will be depending on the cost of those products in the Camel Cash offers. Reynolds will employ a merchant to set up and sustain a website for redeeming the C-notes.
The campaign is credited for playing a role in Camel's U.S. market share leaping from 4% in 1991 to 7.4% when it ended on March 31, 2007.
In contrast, the market share of Camel was 8.3% on Sept. 30 — making it the No. 3 U.S. brand.