In 1992, the Camel brand was losing market share to generics. R.J. Reynolds came to Coyne Beahm for help, where as part of a creative team, I was asked to develop ideas.

I proposed a campaign called Camel Cash. It involved including varying denominations of "Camel Cash" in each pack. This "cash" would then be redeemed - for the same Camel premiums that were already being given away with each purchase.

Camel's market share soon returned to its original levels. Shortly thereafter, it accelerated, reaching record levels. This program was finally discontinued in October 2007, making it one of the longest-running and most successful promotional marketing campaigns in US history.