Camel’s inclusion of a crushable capsule uses a strategy to attract youth smokers suggested in a 1973 memo titled “Some Thoughts about New Brands of Cigarettes for the Youth Market” — specifically, “Some visible novelty or difference in product or package to set apart from conventional cigarettes, ideally in direction of greater manipulative convenience for beginning smoker.”

Teague, C.E., “Research Planning Memorandum on Some Thoughts About New Brands of Cigarettes for the Youth Market,” February 2, 1973, Bates No. 505101981-505101992.

Source: Trinkets and Trash