Romance and electronic cigarettes? This is precisely what e-cig brands are promoting in many of their advertisements. Many ads under this theme work e-cigs into the everyday lives of couples, seemingly bringing couples closer together or enhancing their sexual connection.
A video ad for Blu Cigs, which featured celebrity Jenny McCarthy vaping at a lounge, has her telling the audience that now that she switched to e-cigs to improve her dating life. The ad has Jenny dramatically point out that smoking was a big turnoff for men and she hated having to “interrupt” her dates to have to go outside to catch a smoke. If the ad is to be believed, switching to e-cigs completely revitalized Jenny’s love life.”
Many of the ads in this category target women, capitalizing on the stereotypical female desire to find a husband or be taken care of by a man. Some of the ads also dispel the fear of women, who may have been concerned about the yellowed teeth and bad breath from the use of conventional tobacco products, by suggesting that they are “kissable.” These ads and the slogan are very reminiscent of the Old Gold's "Keep Kissable" campaign.
Some of these ads are also effective for men, who would imagine, after seeing one of the ads, that a woman sensuously falls into a man's arms with just the whiff of a cigarette or the mingling of fumes.