Vuse TV commercial is expected to be aired next month. Vuse electronic cigarette is the new venture of one of the biggest tobacco companies in the US, Reynolds American Inc.
Where Tobacco Companies Were Prohibited To Advertise
Reynolds American is the maker of Winston cigarettes. For 43 years, tobacco companies were absent in the world of television advertising because it is against the law for them to do so.
More than four decades have passed and tobacco companies are once again gaining presence in televisions and radios with their electronic cigarette ventures.
Reynolds is not the first tobacco firm to make a comeback on television. Lorillard Inc was probably the first tobacco company that launched its television commercial to promote Blu Cigs.
Vuse TV Commercial
Now, Reynolds is about to launch its Vuse TV commercial. It is expected to be a 60-second advert that will start airing in Colorado on September.
Vuse TV commercial is said to showcase laboratory technicians wearing their white coats. It will also feature zooming in on the very small microprocessor chip integrated inside the device to control the operation of this sleek, metallic Vuse electronic cigarette.
The Vuse TV commercial is nothing like the old commercials that Reynolds has once released for its tobacco cigarette products.
Drawing The Attention Of Regulators
Adverts like Vuse TV commercial have been receiving not only warm, but burning hot glares from regulators and anti-smoking groups. These opponents of electronic cigarettes say that ads only entice the youth to get hooked on the new generation of devices that deliver nicotine. Once they try electronic cigarettes, it would not be hard and would not take long for them to start smoking real cigarettes.
Laura Ries who is a co-founder of Ries & Ries marketing firm in Atlanta said that it is smart, savvy and high tech; like a clinical approach on how nicotine must be delivered scientifically.
Vuse TV commercial is only a part of the big marketing campaign that Reynolds American has prepared for Vuse electronic cigarettes that started sales in Colorado last July. This Colorado market move is the beginning of Vuse’s countrywide rollout.
Steep Market Competition
Despite receiving very intense opposition, Reynolds American needs to use effective marketing strategies like television and radio commercials to ensure that Vuse will achieve the top position in the market.
Since electronic cigarettes were introduced in the American market in 2007, there are now over 200 brands vying against one another; each company seeking to be the best among the rest. Besides, Reynolds American is not the only tobacco company that decided to dip in this pool.
Lorillard was first with its acquisition of Blu Cigs. Altria is expected to launch its MarkTen Brand in Indiana next month. British American Tobacco has also recently launched its Vype electronic cigarettes. Imperial Tobacco has announced that it will release its own line of devices on 2014.
Although the total worth of electronic cigarette market is just one percent of the tobacco industry, companies are already looking at the profitability of the young market as a means to regain their losses. There has been a significant decline in the sales of tobacco cigarettes due to the sterner policies and restrictions on smoking. Many smokers are seeing electronic cigarettes as better, healthier and more cost-efficient alternatives to tobacco. Maybe try using coupon codes like Vapor Couture coupon codes to get your ecig for less.
Years Spent To Entrench Smokes In Pop Culture
Reynolds American is known to have spent many years in order to integrate its tobacco cigarettes in pop culture. For example, in the cartoon show, The Flintstones, the two main characters Barney and Fred were seen lighting up Winston cigarettes.
Jed and Granny in Beverly Hillbillies were also seen lighting up their cigarettes. Joe Camel, the advertising mascot of Reynolds during the greater part of 1990s has been the subject or=f battles and arguments that the company dealt with.
According to Matthew Myers, Washington’s Campaign for Tobacco-Free Kids President, said that Reynolds has been using advertising tactics over the previous 25 years that were intensely criticized because they were aimed at children.
Thus, Myers is not amazed about this Vuse TV commercial. He even added that it is the worst he has seen on electronic cigarette advertising. The ad, he said, glamorizes smoking.
CHI & Partners from London produced this commercial. Watching the commercial, one might think that it is about a tablet or a cellphone and does not reveal Vuse until the viewer has watched about half of it.
The opening was said to feature sunrise on the Earth. A male voice can be heard saying that a spark is need for tomorrow that will make people move forward. There is also a musical backdrop of futuristic soothing music; star images move fast as they streak the sky; spreading lights on a cityscape; streaming headlights on a highway. The male voice welcomes everyone to Vuse.
Vuse’s 5-year Inception
Stephanie Cordisco, RJ Reynolds Vapor Co. President said that Vuse is targeted at tobacco users who are trying the new smoking devices and who are not satisfied with the current market offerings.
It took five years for Vuse to be developed. Unlike other companies outsourcing device manufacture in China, Vuse is all made in Winston-Salem, NC. It features a microprocessor that ensures consistent nicotine delivery in every puff.
Contrary To What The Opposing Parties Claim
Opposing what anti-smoking groups claim that Reynolds marketing campaigns are all geared to attract the youth, the company is actually taking care to prevent kids from watching the Vuse TV commercial.
It actually plans to air this ad late at night and at times when it is determined that about 85% of the viewers are adults. Arrangements are still under negotiation so Cordisco did not say about the time slots and the shows when the commercial will be aired.
