Marketing E-Cigs: Is It a Fake Cigarette?

Or should it be marketed as a new tech device?

As tobacco giants Altria and R.J. Reynolds launch their new unregulated electronic cigarettes this summer, buzz is growing about huge marketing budgets waiting in the wings. But money is just one issue—the other is if the behemoths can figure out how to brand cigarette-shaped electronic gadgets in the Facebook era.