Electronic cigarettes may be relatively young product category, but that doesn't mean various brands aren't battling for top spot of a $2 billion market.
In its heyday, cigarettes were one of the biggest advertising categories. That's just what a growing number of policymakers fear will happen with electronic cigarettes.
It’s one of branding’s eternal truisms that when you find an idea that works, you stick with it. It’s why fatherly CEO Dave Thomas appeared in over 800 TV spots for Wendy’s, why Aflac has stuck with the duck since 1999 and why Go Daddy has held tight to Danica Patrick’s bumper for 11 Super Bowl spots now.