SKYCIG readies £20m marketing blitz to reduce stigma around e-cigarettes

[KulrMeStoopid]

http://www.marketingweek.co.uk/sect...ce-stigma-around-e-cigarettes/4009335.article

The brand has appointed Brothers and Sisters to its creative account. The agency has first been tasked with creating a manifesto that will govern how it operates and subsequently markets its products.

SKYCIG founder and chief executive Jacob Fuller told Marketing Week the brand’s forthcoming communications will be a departure from the category’s approach to date of marketing e-cigarettes as an alternative to smoking. However, it will still look to appeal to “underdog” smokers.
He said: “This is about lifestyle, like Starbucks is to coffee, we want to be that to the electronic cigarettes category.
“We want to get rid of the stigma that relates to [this category]. If you look at how a smoker feels today from the iconic James Dean back in the day, in 2014 it’s pretty much a no smoking sign. Smokers are the underdog and they’ve been hounded down so much and people at the moment still hide when they use an e-cigarette but this will about shining the light with pride.”

 

[clint]

SKYCIG launched the first UK TV e-cigarette ad in January last year but it was subsequently banned by the Advertising Standards Authority (ASA) for falling to make clear the product was an e-cigarette and that it contained nicotine.

Maybe nescafè ads should be banned as they fail to state that it contains caffeine. I could make a list but you get the idea.

I sincerely hope that this company really can remove all the stigma that comes with vaping.

 

[Chegs]

I wish them every success in convincing the general public that it is not smoking,as I've encountered some utter deranged comments from a smoker such as "they're exactly the same as my cigarette" when I pointed out the lack of 4000+ toxins,"it's just like smoking" to which I replied,"exactly,which is why they're so successful at getting people off tobacco" which brought on the statement "if it's just like smoking,I'd sooner have a real cigarette than one of those" whereupon I gave up.She wasn't even interested in the fact that her smoking around her children could be the cause of their coughing whenever she lit up.