Blu global campaign precedes implementation of UK electronic cigarette ad ban

Blu has unveiled a new global e-cig ad in a timely manner, looking to predate a shift in legislation which will effectively bring e-cigarette advertising in line with that of the wider tobacco industry in the UK.

A series of ads will hone in on the lives of a motorcyclist, a comedian, a drag queen, a model and a pilot, showing each enjoying the brand.

Created by The Corner and with media from MSix, the campaign will air across the UK, US, Italy and France, culminating in TV, cinema, print, billboards, digital and social activities.

John Wardley, chief marketing officer for Fontem Ventures, blu’s parent company, 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.”

“[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.”

Neil Simpson, founding partner at The Corner, added: “The e-cigarette advertising we’ve seen in the last few years has been focused on product features, technology and even sex. We decided to leave that behind and focus instead on the customer and their relationship with their blu. I myself have switched, and this global consumer revolution will only continue to gather momentum."

The electronic vaping company’s new creative comes out before e-cigarette ads are required to be socially responsible and “contain nothing which promotes any design, imagery or logo style that might reasonably be associated in the audience’s mind with a tobacco brand,” as of 22 May.

Furthermore, new rules state that the ads and comms must “nothing which promotes the use of a tobacco product or shows the use of a tobacco product in a positive light,” on top of clearly defining the product as separate from general tobacco products.

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