Revolution is another variation of the freedom-based theme used by electronic cigarette (e-cig) manufacturers to target consumers. Ads utilizing this theme occupy a relatively minor position in the oeuvre of freedom based slogans and ads produced by e-cig brands. Nonetheless, they are significant because like most freedom based messages they call to mind American culture’s strong belief in freedom of choice, freedom from suppression, and freedom from conformity.
Given its hold on the American psyche, freedom and revolution themes slogans has been used as a powerful marketing tool to hawk products as diverse as cars with Chevrolet’s “American Revolution” campaign to airplane tickets for Southwest Airlines, which calls itself “A Symbol of Freedom and the freedom to “Just Do it” with Nike products.
Some e-cig brands with reassuring names that emphasize this theme including Revolution e-cigarettes, which urges the public to join the “vapor revolution,” to Smoke Revolt, and Revolution Vapor. Alternative brand names that promote the revolution message include Rebel, Victory and Triumph.