Pedro Picapiedra
This criticism was reinforced by a 1991 study published in the Journal of the American Medical Association showing that more children five and six years old could recognize Joe Camel than could recognize Mickey Mouse or Fred Flintstone (coincidentally, Fred Flintstone was also once used to sell R.J. Reynolds' Winston cigarettes) and alleged that the Joe Camel advertisement campaign was targeting children, despite R.J. Reynolds' contention that the campaign had been researched only among adults and was directed only at the smokers of other brands. In response to this criticism, RJR instituted "Let's Clear the Air on Smoking," a campaign of full-page advertisements consisting entirely of large type text, which denied the charges and declared that smoking is "an adult custom."