New E-Cig TV Spot Comes Very Close to Making Health Claims
Posted in: Uncategorized
E-cigarette brand NJoy is departing from its competition with a new campaign that carries the tagline, “Friends Don’t Let Friends Smoke.” The campaign, which includes a TV commercial, offers NJoy King e-cigs as an alternative to traditional smokes.
Many of NJoy’s competitors have borrowed from Big Tobacco’s playbook of glamorizing the practice of vaping or tapping celebrity spokespeople, with Lorillard’s Blu e-cigs, the leading brand in the category with roughly 40% of the market, tapping actor Stephen Dorf and TV personality Jenny McCarthy to promote their products.
But the NJoy TV spot depicts friends helping friends: by carrying a couch up a flight of stairs, running interference during a bar fight, delivering a best man speech at a wedding — and replacing a traditional cigarette with the electronic version.
Post a Comment