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 of a hassle 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 to do that than to let people who have used Blu tell their experiences to the public, and that’s what we’re doing. Giving people a place to tell their stories with Blu and evangelizing 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 experienced from e-cigarettes over cigarettes in a variety of ways.
“We put out a call to BluNation and asked them to submit their ‘Something Better’ stories and we selected those submissions,” Kessler said. “What was it about their experiences that would convince other consumers? Because they were real, simple as that.”
The content will be published on Blu's online community, 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
