E-cigarette media/branding de-construction

Discuss the questions below to help you deconstruct the messages behind the designs:

1. Who is it targeted at?

2. What kind of lifestyle is presented?

3. Is it glamorous/cool/appealing?

4. In what way?

5. What stories are not being told?

Previous e-cigarette adjudications by the ASA include the watchdog banning an ad for ‘5 Colors’ because it did not make clear that the product was not for under-18s. The packet is like a packet of crayons with chalks in them.

Owned by British American Tobacco, announced in 02/14 will be sold in Lloyds pharmacy.

11th June 2014: Vype advert banned as portrayed as a cessation device. Very similar to Voluntary Health Scotland’s logo promoting vitality.

Also – note the packaging is a ‘gadget’ – similar look ad action to using a lighter.

And in February, the ASA banned an ad for the VIP brand and said it must not be shown before 11pm again because of its overtly sexual nature. The examples below are allowed but are sultry adverts. Who are they appealing to? Girls aspirations? boys hope to meet?

Sleek design, gadget packet, a well known brand that has used celebrities such as Jenny McCarthy and Stephen Dorff to advertise its products. Owned by Lorrilard, an American company it now has a UK presence due to its owner Lorillard buying the UK company SkyCigs for $135 million and re-branding it. BluCigs has over 100,000 retailers nationwide in the U.S selling its products and a massive infrastructure channel set up in the UK having taped into SkyCigs work that they did in the last 3 years.

Krave – hip tempting name with sleek memorable packaging. Does the name suggests something you want/need?

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Appealing to those who socialise. Simple, high-end product. Young professionals. Looks very like a phone kit

Very similar to traditional cigarettes (Marlborough) and adverts; look, design. Does the word ‘lites’ suggest that they are less harmful?

Appealing to women/girls. Make-up box design and similar brand name (No. 7 makeup). Vapor Couture is apparently the only line of electronic cigarettes for women. Their range of products are very appealing on the eye and certainly look like a must have for the high end fashionista.

Intellicig is a successful UK company. It was bought by British American Tobacco in 2012. Is it targeting ‘intelligent smokers’ ?

Why use these colours below? Appealing to the young?

Using abbreviated/text speech in name. Fact it’s NU (NEW). Took concept of plain packaging and made inside gimmicky.

Same name as a computer game. Logo/design. Trying to tap in to youth culture?

New advertising rules for e-cigarettes from Nov 2014 state:

Ads must not be likely to appeal particularly to people under 18, especially by reflecting or being associated with youth culture

People shown using e-cigarettes or playing a significant role must neither be, nor seem to be, under 25

Ads must not be directed at people under 18 through the selection of media or the context in which they appear

Ads must not encourage non-smokers or non-nicotine users to use e-cigarettes Ads must make clear that the product is an e-cigarette and not a tobacco product

The Scottish Government launched a consultation Oct 2014 to inform 2015 legislation and seeks views on age restrictions on the purchase and sale of e-cigarettes and proxy purchase, plus a suggestion to include e-cigarette retailers on the tobacco retail register; smoking in vehicles with children under 18; further domestic restrictions on e-cigarette marketing beyond those planned in the EU TPD; possible restrictions on smoking in children’s outdoor areas and NHS grounds.