E-cigarettes are targeted at adult smokers as a healthier and more affordable alternative to smoking.
They’re also part of a rapidly growing trend, with vaping being one of the hottest topics right now.
Over the years, e-cigarette manufacturers and retailers have been injecting more and more money into marketing their products but this year could actually be the year that e-cigarettes enter mainstream media.
E-cigarette advertising
Whilst e-cigarette adverts on the internet, social media sites and apps have been around for a little while, we’re starting to see them on more traditional forms of marketing like billboards, print media and television too.
Companies are ramping up their marketing spend, so we expect to see a flood of e-cigarette advertising across all media channels in 2015.
E-cigarette celebrity endorsements
E-cigarettes have been dubbed the new celebrity accessory and have already built up a base of A-list fans including Johnny Depp, Leonardo Di Caprio, Bruno Mars and Katy Perry.
Last year, e-cigarettes entered the world of celebrity endorsements after being used at the Golden Globes by Leonardo DiCaprio and other celebrities. Since then, e-cigarettes have been used at a number of celebrity events including the BRIT Awards and the BAFTAs.
Recently it was announced that Vinnie Jones would be the first celebrity to front a primetime TV campaign promoting e-cigarettes in the UK. Whilst the former smoker is not shown vaping on screen, he does give the hard sell (in his usual fashion) on some of the virtues of e-cigarettes, stating ‘You know it makes sense’ to give them a go.
Zayn Malik and Cheryl Fernandez-Versini have also recently been featured in advertising related to e-cigarettes; however the adverts were banned due to a breach of CAP rules.
E-cigarettes in TV / Films
E-cigarettes are coming to a cinema near you. Yes, expect to see more and more e-cigarette advertising when waiting to watch a film at the cinema. In addition to this, you should expect to see the products being used in TV programmes and films too.
Although e-cigarettes have been used in films before (remember that scene with Johnny Depp in The Tourist), we are expecting to see e-cigarettes enter the world of product placement this year.
E-cigarette sponsorships
Back in 2005, a law was introduced in the UK to ban tobacco firms from being able to sponsor events and use branded goods. As it currently stands, there is no law that prevents e-cigarette companies from doing such a thing, making this a huge marketing area for them to capitalise on.
Already we have seen e-cigarette sponsorship for various sporting events including motor and powerboat racing. We can only imagine that this will become a key promotional strategy for those looking to enter mainstream media in 2015.
E-cigarettes are also being sold at huge music events like Glastonbury, where specialist e-lounges are set up for people to buy e-cigarettes and enjoy social vaping.
Advertising restrictions
Of course, with the likeliness of e-cigarettes entering mainstream media this year, the advertising regulators are keen to enforce rules to ensure that marketing tactics remain above board.
The Committee of Advertising Practice has already implemented a number of roles regarding mainstream e-cigarette advertising that state:
- Adverts must not be made in a way to appeal to people under age of 18
- People shown using e-cigarettes or playing a significant role in adverts must not be under the age of twenty five or look under the age of twenty five
- Adverts must not be directed at people under the age of eighteen in the context that they appear
- Adverts must not encourage non-smokers or non-nicotine users to buy or use e-cigarettes
- Adverts must make it clear that e-cigarettes are not a tobacco product
E-cigarette advertisers have to tread extremely carefully in order to keep their adverts on air (and online) and we can only imagine that restrictions will get tighter and tighter as e-cigarettes go mainstream.
Conclusion
Although e-cigarettes have been around for a few years, it is only recently that we have started to see a surge in advertising spend. With celebrity endorsements, sponsorships and product placement on the cards, we are certain that 2015 is the year that e-cigarettes will truly enter the world of mainstream media.