Collection: TV & Movies
As a fairly new industry e-cigarette companies actively use modern marketing techniques such as references to movies and TV in their ads. Celebrity endorsements have always been a popular form of marketing a product, for example at the turn of the 20th century tobacco companies would slip pictures of famous actresses into cigarette packages. However, contracting celebrities for e-cigarettes advertising can be difficult in the contemporary environment due to the controversial nature of e-cigs themselves, and often companies are limited from using the more famous current pop icons. E-cigarette companies also utilize moments their product is used in popular shows or use pictures taken of actors using e-cigarettes in their personal time. E-cigarette companies use these to portray their product as popular and trendy and thus establish more credibility of their product with their targeted consumers.
A common use of movie and TV references for marketing is as memes. Advertisements will make puns on movie titles or reference well known lines from films to make a humorous joke concerning their vaping product. The use of memes has become increasingly more common with the rise of social media and its general use by companies as a marketing tool. These humorous advertisements are appealing to consumers because of the relatability of their references. Furthermore, these ads also portray companies as being in touch with mainstream culture, linking the product to the new “hip” practice of meme-ing.