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.
The Advertising Standards Authority has nixed a poster ad by London-based e-cigarette maker LeoLites.
A Yale University library exhibition of pro- and anti-tobacco advertising that chronicles the 180-degree shift in efforts to shape U.S. public opinion on the benefits and risks of cigarette smoking may foretell the future for electronic cigarettes.
E-cigarettes are about to become a regulated product. The Food and Drug Administration is set to propose a regulatory plan Thursday that will also put some restrictions on the sale and marketing of e-cigarettes to minors.
A group of 11 Democratic lawmakers in Congress are hoping their new report on e-cigarette marketing will motivate the Food and Drug Administration to move quickly to regulate e-cigarettes the same way it regulates all tobacco.
Worried that e-cigarettes are taking the same marketing path as conventional cigarettes, a group of Democratic senators introduced legislation today that would prohibit the marketing of them to children and teens.
VIP, an e-cigarette maker in Britain, has reacted to what it felt was a dumb ban against its ads by doing the mature thing—producing a smutty campaign full of sexual innuendo that's blatantly more controversial than the previous one but which apparently falls within the letter of the law. The Ad Standards Authority previously reprimanded VIP and other e-cigarette makers for running ads that weren't clear they were for e-cigarettes, and didn't mention that the products contain nicotine. Both of those facts are clear enough in the 20-second teaser below—after you hear the woman telling you to "get it out" and "put it in my mouth." There's a version with a man, too. The short TV spots don't show the product—they're not allowed to—but the 60-second online versions do. "I think it's safe to say that our ads could be considered controversial and definitely push the boundaries. However, we make no apologies for this," says David Levin, co-founder of VIP. "Due to advertising regulations, we were not permitted to include the product in the ad, so we decided to take a tongue-in-cheek approach to appeal to an adult audience and communicate the superior taste of VIP products whilst making it clear they do contain nicotine." Hat tip: Unruly Media.
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.
Fancy isn't Pinterest. Not even close. But Pinterest may start looking to emulate its business model.