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CHARLOTTE, N.C. — blu, one of the first major brands of electronic cigarettes, launched a new global brand and marketing campaign, "Just You & blu."
According to the Charlotte-based company, the campaign celebrates the individualistic lifestyles of blu consumers — each representing an independent spirit, carving their own paths in life and enjoying blu along the way.
The "Just You & blu" campaign will feature television and cinema commercials, print ads and billboards, as well as digital and social content. "Just You & blu" premiered April 4 in the United States, United Kingdom, Italy and France.
"blu is the most iconic brand in the electronic vaping category," said John Wardley, chief marketing officer for Fontem Ventures, blu's parent company. "This campaign will serve to solidify and grow the leadership position blu enjoys in the U.S. and the U.K., while introducing the brand to new consumers in our two launch markets, Italy and France."
The campaign captures the moment of satisfaction that blu gives consumers, Wardley noted.
"We have intentionally avoided the clichés that have historically defined marketing in this category — it's not about battery life, or flavor ranges, or gadgetry, it's about real people enjoying a real moment with blu," he added.
The campaign consists of 90-, 60- and 30-second films in addition to black and white imagery that is "simple and timeless," the company said. The first phase focuses on different individuals: a motorcyclist, a comedian, a drag queen, a model and a pilot.
"They are not celebrities, they are not famous; they are just interesting people, each with their own story, and each with their own connection to the blu brand," Wardley said.
For the "Just You & blu" marketing campaign, blu tapped the London-based ad agency The Corner. Commercial ad content was led through video director Roman Gavras and photographer Rick Guest, respectively, with music track "Outro" by French electronic band M83.
Along with the "Just You & blu" brand campaign, blu has expanded its international presence through online store launches. The next generation of blu products is now available in the U.S., U.K., France and Italy — including upgraded performance, added personalization and sleek new packaging.
As blu's second largest market, U.K. customers now have access to the latest generation of blu rechargeable, single-use and liquid refill products including blu PLUS+ (all-in-one pack), blu PRO (for flexibility) and blu GO (disposable).
The expansion also marks blu's first reach into both the French and Italian markets.
The blu brand is owned by the Fontem Ventures family of companies with headquarters in Amsterdam and Charlotte.