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A pioneer in the electronic vaping category, blu has launched a new global brand and marketing campaign. Leading with the tagline “Just You & blu," 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 multimedia campaign will feature television and cinema commercials, print ads and billboards, as well as digital and social content.
“blu is the most iconic brand in the electronic vaping category,” said John Wardley, CMO for Fontem Ventures, blu’s parent company, whose headquarters are in Amsterdam and Charlotte, N.C. “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 to our consumers, in a compelling and thoughtful way,” continued Wardley, who noted the brand's intentional avoidance "of 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.”
The new “Just You & blu” campaign consists of 90-, 60- and 30-second films in addition to beautiful black and white imagery that is simple and timeless. The first phase of the campaign 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,” explained Wardley.
For the “Just You & blu” marketing campaign, blu tapped the talents of 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.
The next generation of blu products is 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, most innovative 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. French customers have online access to all blu FILL products, one of the catalog’s most flexible lineups, with further product line launches planned for the future. Italy now has an array of new blu products, featuring blu PLUS+ (all-in-one pack), blu FILL (most flexible) and blu GO (disposable).
Debuting in 2009, blu is positioned as a premium electronic vaping product targeting adult consumers and comes in a variety of flavors for rechargeable kits or in convenient disposable format.