Wednesday, September 5

Blu Cigs



I've been in a couple situations now where I've had devotees of the brand Blu Cigs extol its virtues.  It's quite interesting to see a "typical" consumer go so far out of their way to sell you on a brand.

Blu is a smokeless, tobacco-less alternative to smoking which appears to be gaining traction, one ex-smoker at a time.  It's a battery charged "cigarette" that emits harmless vapor, and comes in a variety of flavors.  You can even get a nicotine fix if you're still looking for that kind of a hit.

The packaging is ultra cool and in fact if you press a small button on the bottom, it send outs a signal to anyone else in your vicinity who might also be smoking a Blu cig.  Great way to meet like-minded people!

I was actually in a brainstorm meeting a couple of weeks ago and there was this guy "smoking" right in the middle of the meeting.  It felt so odd.  Now when I first starting working, people smoked in their offices and conference rooms all day long.  But those days are long gone so it just felt so wrong ... but it's no harm to anyone, so why not?

It's interesting to note, though, that many bars are still NOT letting people smoke a Blu cig inside.  Not because second hand smoke is an issue with the brand, but because it makes people feel uncomfortable!

All in all, I'd say it's pretty well done.  From the packaging, to the easy-order website, to the social aspect, to the brand evangelists that are clearly touting it on the streets.  Not sure I am going to partake, but if I was a smoker looking to quite then I certainly would!

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe NA
Author, The Experience Effect series
Professor, NYU

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