The electronic cigarettes manufacturer kicked off its new DR national television campaign on 11/3. The TV ad airing on various national channels in the form of a 30 minute-long infomercial will complement current efforts, including print, digital media, radio and social media. Marni Mutrux, Content Manager, v2 cigs, tells RBR-TVBR about the buy: “We are using a blanket national approach that does not give us specifics on networks, etc. We also just concluded a radio campaign on WABC radio, with ads on the Imus show.”
The campaign’s infomercial running nationally features Dr. Matthew Huebner describing the benefits of electronic cigarettes and speaking of the dangers of cigarette smoke. It showcases V2 Disposable electronic cigarettes available in Menthol and Tobacco flavors, offered at a special introductory price: buy 2 get 1 free. Each single-use V2 Disposable is the equivalent of 2 packs of traditional cigarettes. Overall, the campaign aims to educate viewers by leveraging expert recommendations and content in a fun way. The ad delivers integrated brand messaging to increase engagement as consumers discover that V2 Cigs’ products can be a great alternative to tobacco.