FIN Launches National TV Campaign

ATLANTA -- Many electronic cigarettes have been hitting the airwaves to advertise their products -- something traditional cigarette brands cannot do. The latest to pop on TV with a national ad campaign is FIN Branding Group.

The Atlanta-based e-cigarette company has been airing 15- and 30-second commercials as part of its "Rewrite the Rules" marketing push. The spots depict timeless images, taking viewers back to an era when they were able to smoke without restrictions, according to the company.

"We are committed to changing the game for smokers everywhere," said Joana Martins, vice president of marketing at FIN. "We want to educate our consumers about our products and the technology behind them. FIN electronic cigarettes offer a real smoking experience without burning tobacco, and we are excited to be able to provide smokers with a lifestyle choice that enables them to experience this freely, whether they are indoors or out."

The campaign, which began airing in May, runs through July across a targeted range of networks, including ESPN, Comedy Central, Discovery, FX, SyFy, TNT, Game Show Network, MTV, and Speed. FIN partnered with Denver-based creative agencies Futuristic and Cultivator to develop the ads. Both firms have experienced developing innovative campaigns. Futuristic's client base includes Nike, The Coca-Cola Co. and Adidas, and Cultivator is behind advertising for brands such as Kettle Brand Potato Chips, Red Robin and New Belgium Brewing Co.

"The electronic cigarette market has grown exponentially in recent years, and what was once a niche product has transformed into an innovative alternative to traditional tobacco goods. As a leading provider of electronic cigarettes, FIN felt it was time to further broadcast our message to a mainstream audience of adult smokers through a national television campaign," Martins said.

TV ad campaigns are one advantage electronic cigarette brands hold over traditional cigarettes -- President Nixon signed legislation banning cigarette ads on TV and radio in 1970 -- and other e-cigarette brands have also aired their own campaigns.

In October, blu eCigs, which was acquired by Lorillard Inc. in 2011, launched its "Rise from the Ashes" TV campaign with commercials featuring actor Stephen Dorff. In addition, Logic Technologies began 2013 with a major marketing push that included commercials on several radio stations in the New York City metropolitan area, as CSNews Online.

Reynolds America Inc. also hopes to use TV to its advantage. Its subsidiary R.J. Reynolds Vapor Co. plans a significant marketing investment, including TV ads, behind its Vuse electronic cigarette.