The brand’s catch-phrase slogan, used for decades, was, "I’d walk a mile for a buy camel!" The most famous variety of Camel cigarettes was the soft pack of the regular, unfiltered variety. Camel regulars achieved the zenith of their popularity through personalities such as news broadcaster Edward R. Murrow, who smoked up to four packs of Camel regulars per day, in effect using a Camel cigarette as his trademark. In late 1987, RJR created Joe Camel as the mascot for the brand. In 1991, the American Medical Association published a report stating that 5- and 6-year olds could more easily recognize Joe Camel than Mickey Mouse, Fred Flintstone, Bugs Bunny or even Barbie. This led the association to ask RJR to pull the Joe Camel campaign. RJR declined, but further appeals followed in 1993 and 1994. On July 10, 1997, the Joe Camel campaign was retired and replaced with a somewhat more adult campaign which appealed to the desires of twenty-somethings to meet or as the case may be, actually be beautiful and exotic women (desires they nonetheless share with teenagers). In 2005, Camel instigated new changes to the Turkish flavors by adding the name on the cigarette paper and changing the filter color and design. A blend called "Turkish Silver", a light version of either the Turkish Gold or Royal varieties, also became available that year. When smoked, the text on the paper is often still visible on the ashes.

Following somewhat-troubled live tours of recent years, Camel Productions announced the 2003 tour to be Camel’s "Farewell Tour". Guy LeBlanc had to quit shortly before going on the road due to illness to his wife, and was replaced by Tom Brislin (in the US) and Ton Scherpenzeel (European leg). The US leg of the tour was highlighted by a headline appearance at NEARfest, the world’s most prestigious progressive rock festival. Latimer started work on unplugged (acoustic) versions of old cheap camel cigarettes material, but this was aborted. In 2006, Latimer accepted an invitation to audition for a guitar/vocal role on Roger Waters tour, the position eventually being filled by Dave Kilminster. In October 2006 Latimer completed a move back to the UK with intentions of recording and releasing future Camel albums from his home country and completing a project started in 2003 with Andy Ward and Doug Ferguson.