Throughout its history, e-cigarette maker Blu has used celebrity quitters and prominent figures to promote its products. Now, the brand wants to use those stories to dispel stereotypes about vaping.
In this new effort, they use the tag “Something Better” to debunk some of the underlying myths about the issue. The “Something Better” explainer video highlights some of the real-world advantages of vaping over smoking, including cost savings, no ash, better smell, and less trouble for your friends.
“We let people see how their lives changed before and after using our product. We are confident in our product and know that smokers will be satisfied when they use Blu,” Matt Kessler, marketing director for Blu, told Marketing Daily. “We know there is no better way than to let people who have used Blu tell their experiences to the public, and that is what we are doing. Giving people a place to tell their stories with Blu and promote the product through real-life experiences.
The campaign will also share stories from others, from fashion designers and musicians to everyday consumers – expressing the benefits they have received from e-cigarettes over cigarettes in a variety of ways.
“We put out a call to action to BluNation and asked them to submit their ‘Something Better’ stories and we selected from those submissions,” Kessler said. “What did their experience have to offer other consumers? Because it was real, simple as that.”
The content will be published on Blu's online community page, where users can post their own stories. Flyers will also be posted in public places, while videos will be posted online on social media and on gas station televisions.
Source: Aaron Baar - mediapost.com
Translated by: The Vape Club
