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    Blu Ads Hit Airwaves With Star Power

    The electronic cigarette is expected to be a key driver for Lorillard Inc.

    CHARLOTTE, N.C. -- Blu eCigs has launched a major marketing push, with national TV commercials and print advertising. The commercials, "Rise from the Ashes," star actor Stephen Dorff and could be seen on TV this weekend.

    In the TV campaign, Dorff -- who has smoked for 20 years -- highlights the use of blu eCigs when traditional cigarette smoking is prohibited, such as at a sporting event or at a bar. "The point is you can smoke blu virtually anywhere," he said. "We're all adults here. It's about time we take back our freedom. Come on guys, rise from the ashes."

    Wells Fargo Securities LLC got a sneak peek at the campaign at the 2012 NACS Show in Las Vegas last week and its analysts liked what they saw. "E-cig brand blu is emerging as a top player and we believe it is just getting started for the brand with a number of planned initiatives," said Bonnie Herzog, managing director of beverage, tobacco and consumer research at Wells Fargo Securities. "We expect this new campaign to help drive awareness and trial of blu."

    Herzog also said blu eCigs could be a major driver for Lorillard Inc., which acquired the Charlotte, N.C.-based electronic cigarette company this past spring for $135 million. She added that retailers have "increasingly suggested that [Lorillard] could 'flex its Newport muscle' to tie blu to its contracts to secure a stronger presence at retail."

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