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While tobacco ads have been banned from TV since 1971, the FDA has yet to ban ads for the industry's latest innovation, electronic cigarettes. With that, R.J. Reynolds, the parent of Camel and the brand behind Vuse e-cigarettes is taking advantage of the lack of oversight and advertising what the company claims will be a “game changer," AdAge reports.
At the start, the ads will only appear in Colorado, but the plan is for an eventual national rollout. The campaign will also include print and direct-mail marketing. However, things could change if the FDA announces that it intends to regulate e-cigarettes. Reynolds American CEO Daniel Delen said he believes such an announcement could be “imminent."
Since the Vuse experience is designed to be one that closely mirrors the action of traditional smoking, the target audience, the publication notes, are smokers who have wanted to transition to e-cigarettes. According to AdAge, “more than 40 percent of smokers have tried e-cigarettes, but approximately 80 percent go back to exclusively smoking traditional cigarettes.”