Blu Adds More Star Power as New Starter Pack Debuts

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Blu Adds More Star Power as New Starter Pack Debuts


CHARLOTTE, N.C. -- Blu eCigs has brought more star power to its new television and online advertisements.

The new campaign features actress and TV personality Jenny McCarthy, who shares her personal experiences with the electronic cigarette brand -- including its new Starter Pack.

In the advertisements, which began airing Monday, McCarthy describes how she regained confidence in her dating life with blu eCigs, which offer an alternative to cigarettes without the smoke or ash, and enjoys the product almost anywhere without scaring away that "special someone."

The newly announced host of "The View" is the latest celebrity to join the company's marketing lineup, following the success of Stephen Dorff's "Rise from the Ashes" campaign which debuted in the fall.

"Jenny is first and foremost a customer, and as such, she represents a large demographic of blu eCigs users," said Jason Healy, founder of blu eCigs. "Jenny is a celebrity known for being candid and brutally honest -- and we wanted to capture that authenticity. She does a great job sharing her own personal experiences that should resonate very well with female and male audiences alike, while showing the many benefits and features of blu eCigs."

The latest marketing push also features the new blu eCigs starter pack, which includes a rechargeable, flexible USB and car plug charging options for active lifestyles; two rechargeable batteries and a Smart Proprietary Battery Management System that delivers maximum battery performance for extended use; an ultra-portable design that fits in a person's hand, pocket or purse, but with enough interior space to hold one extra battery and three flavor cartridges; and a five-pack of replaceable cartridges, available in tobacco, menthol or a variety of flavors.

McCarthy demonstrates the Starter Pack in blu eCigs' 2.5-minute webisode seen above. Once the blu eCigs Starter Pack is fully charged, it can recharge the included batteries two to three more times before needing to be plugged back in, according to the company.

"We are committed to giving smokers alternatives that fit their lifestyles and continue to deliver products that meet the demands of the growing blu community," said Jim Raporte, president of blu eCigs. "The new Starter Pack is a continuation of this commitment, offering the quality elements we are known for, on-the-go recharging, battery performance, and flavor options, with the added convenience of a slimmer profile for easier carrying."

Lorillard Inc. acquired blu eCigs in April 2012. Its disposable singles, new Starter Pack and flavor cartridges can be found in more than 100,000 retailers nationwide.