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JACKSONVILLE, Fla. -- Swisher International launched its e-cigarette and e-cigar line of products, e-Swisher, with a new national marketing campaign directed at Baby Boomers and Generation X, especially working- and middle-class men.
"Swisher is well known to this demographic and is a name they can trust when considering e-cigarettes as alternatives to traditional cigarettes," said Ed Denk, director of marketing for Swisher International.
The "Come On Over" campaign showcases that e-Swisher products can be enjoyed without having to go outside because there is no smoke and no ash, noted the company. One of the radio spots features a sports fan missing the final touchdown of a football game because he was outside smoking. The ad below urges listeners to "stop missing out and come on over to e-Swisher."
In addition to radio and online advertising, Swisher's marketing efforts include social media, print advertising, public relations in trade magazines, the www.eswisher.com website and word-of-mouth marketing. Point-of-purchase materials include signage, counter stands and gas pump toppers, which are available for retailers.
Sponsorship of the World Series of Poker and a 15-city "Vapor Tour" sampling effort are also planned, stated the company.
e-Swisher e-cigarettes come in both disposable and rechargeable options. e-Swisher e-cigars are available only in a disposable version, stated the company.