R.J. Reynolds has been successful at marketing to children, however indirectly, but its efforts to hook those twentysomething and older are usually pathetic and weird. Its latest idea—putting the skylines of famous hipster spots like Williamsburg, Brooklyn, on Camel cigarette packaging—is pandering to the youth in ways that even Tom Wolfe would laugh at. The promotional material includes classic lines like, "It's about last call, a sloppy kiss goodbye and a solo saunter to a rock show in an abandoned building," and promises "serious street cred" for anyone who responds to their new packaging. Do they really expect this to work? People who aren't already hipsters tend to hate them (sometimes irrationally), and hipsters are by and large freeloaders who will smoke anything. Brand loyalty isn't something they engage in on any measurable scale. On the other hand, Brooklyn's reaction wasn't any better. Borough president Marty Markowitz responded to this in the lamest way possible, remarking that "when we say that Williamsburg and Brooklyn are smokin', we mean smokin' hot—not smokin' cigarettes!" Great. Any resident smoker under 35 who hears that is going to switch to Camels now just to piss him off.