Blu Cigs to roll-out new ad campaign
Blu Cigs to roll-out new ad campaign before the UK E-cig ad ban takes effect
As you probably know, a pending E-cig ad ban will place electronic cigarette advertising under the same restrictions as the tobacco industry. With that being said, E-cig industry-leader Blu is planning on making the most of the time left by rolling out a fairly large-scale advertising campaign in time to beat the new legislation.
According to a quote by John Wardley, who is the chief marketing officer for Blu’s parent company Frontem Ventures, the campaign was designed to help solidify and grow the company’s leadership in the market. You can find the quote here, in an article published by thedrum.com, but here’s what he said.
“This campaign will serve to solidify and grow the leadership position blu enjoys in the United States and the United Kingdom, while introducing the brand to new consumers in our two launch markets, Italy and France.”
He also says this in another quote, which can be found in the same article.
“[It] captures the moment of satisfaction that blu gives to our consumers in a compelling and thoughtful way. We have intentionally avoided the clichés that have historically defined marketing in this category – it’s not about battery life, or flavour ranges, or gadgetry, it’s about real people enjoying a real moment with blu.”
The ad campaign will consist of a series of ads, featuring several different characters – from a motorcyclist, to a drag queen, to a pilot. The ads will all feature the characters enjoying Blu E-cigs, and will focus on how Blu is becoming a very integral and normal part of many people’s lives.
It seems as though Blu is trying to move away from the general trends that currently exist regarding advertising in the E-cig market. Instead of focusing on new advances in technology, flavour options, and other more tech-savvy focal points, they’re honing-in on how E-cigs fit into real lives, and how they help real-people in real-life scenarios.
I really can’t help but to feel like this is all going in a positive direction. Personally, I find myself wishing that the ad ban wasn’t going to happen, because it seems like E-cigs could do a lot more good if they were more well-known and understood by the masses. But I also understand that the government has the responsibility to try to protect young people from the potential harmful effects of tobacco – and while I don’t personally feel like E-cigs are a danger in that sense, there’s certainly a lot of information to take into account, and it might take some time for E-cigs to find a more favorable place in the eyes of those who are afraid of them.
What does this mean for the E-cig industry in-general?
This will doubtlessly be one of the largest and most thought-out ad campaigns for E-cigs to-date. It will also likely be one of the last, at least for a little while – which makes it important in two different ways.
On one hand, Blu is displaying a lot of ambition by spending so much on the campaign at this stage – especially in light of the fact that they won’t be able to keep it up for a long time. On the other, they do stand to gain quite a bit from the high level of exposure they’ll be receiving – which could do a lot to boost sales and propel them to an even better position in the market.
In the end, what’s important to keep in mind is that E-cigs aren’t just a side-fad anymore. There are major companies who are spending a lot of money in an attempt to level the playing field – and in a sense, that’s what Blu is doing here.
As for how far they will be able to take it in the future, only time will tell. There’s a big possibility that E-cigs will someday replace cigarettes altogether. But that, of course, remains to be seen.