CHARLOTTE, N.C. -- Retailers can expect a marketing push from the makers of blu electronic cigarettes, as the manufacturer announced a new ad campaign focused on the lifestyles of vaping consumers.
Called “Something Better,” the campaign addresses common misconceptions about the product category. In the ad, innovators, fashion designers, musicians and everyday consumers tell their stories of achievement to help identify who is using e-cigarettes.
“The Something Better campaign shines a light on real people, who, with blu, have taken great strides in life to become the person they are today,” says Matt Kessler, director of brand public relations for blu. “Their stories represent everything that blu stands for, and we’re proud to see that our relentless pursuit for innovation, improvement and delivering consumer satisfaction is truly hitting the mark for our fans today.”
Here’s a look at the new campaign …
Inspired by the culture they grew up in, Laurence Chandler and Josh Cooper—the fashion duo behind the brand Rochambeau—share their journey to creating a brand that is truly their own, which is 100% made in New York City. As observers of culture, they refused to be on the sidelines and gave it their all to create something new—something authentic, something progressive and something better.
Inspired by those who take creative risks, “No Data” artist Daye Jack highlights his “Something Better” moment, when he decided to transform his music hobby into a full-time career.
The campaign will also feature other artists, comedians and regular citizens who have overcome hardship.
The videos are currently on blu’s “Something Better” website, where in the coming months, visitors will also be able to submit their personal stories.
The blu brand is owned by Fontem Ventures, Charlotte, N.C., which is a subsidiary of the Imperial Brands Group, Bristol, England.
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