E-Cigarette Brands Spend More and Keep Watch on Health Claims

Check out blu Cigs feature in AdvertisingAge! “E-Cigarette Brands Spend More on Advertising and Keep Careful Watch on Health Claims”

–January 2, 2011

By: Alexandra Bruell

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Traditional smokers taking up electronic cigarettes(e-cigarette) might be trying to quit the real thing, but e-cigarette marketers can’t talk about that. In fact, they can’t discuss any potential health benefits in marketing, as the Food and Drug Administration doesn’t regulate e-cigarettes as “drug-delivery devices.”

 

Because e-cigarettes are classified as tobacco products, marketers are constrained when it comes to messaging about a product that contains nicotine but not other harmful substances found in cigarettes.

But at the same time, because the cigarettes are not regulated, marketers in this relatively new and growing space are benefiting from looser FDA restrictions and are boosting budgets — even though finding marketing agencies and search platforms willing to rethink no-tobacco-client policies isn’t so simple.

One such brand is Spire, launched in October by Procter & Gamble marketing veteran Jeffrey Hill. It is looking to take advantage of any of the category’s health benefits without saying as much in consumer-facing marketing.

Mr. Hill is making his case to oncologists. He told Ad Age he is also in talks with city officials across the country to ink public-private partnerships that could make the products available for sale in public locations….

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About Blu

blu is an innovator and the leading provider of electronic cigarettes in the U.S., offering an alternative to smoking. blu’s high-tech “e-cigs” look and feel just like traditional cigarettes – without the smoke, smell, tar and ash. blu Cigs are battery-operated – creating a smoke-free vapor “puff” that evaporates within seconds. blu Cigs are available in convenient disposables or rechargeable packs for continuous daily use, with or without nicotine and in a variety of flavors. blu Cigs have been featured in the presenter gift bags at the Grammy Awards and other celebrity events, and are used by a number of A-list actors, musicians, and athletes. Based in Charlotte, NC – at the heart of tobacco road – blu Cigs is the only e-cigarette provider whose ingestible contents are 100% made in the USA. For more, visit www.blucigs.com.

Educating people about the uses and benefits is what will keep this business growing. blu cigs is actively working everyday to help educate people on what an e-cigarette is.

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