R.J. Reynolds to use TV ads to launch Vuse vapor cigarettes

06/6/2013 | Advertising Age (tiered subscription model)

R.J. Reynolds is advertising on television for the first time since the industrywide ban in 1971, but this time it's for smokeless Vuse digital vapor cigarettes. The exclusive Colorado launch includes print, outdoor and direct mail as well, through CHI London, with the tagline "Promise Landed." The product will be aimed at existing smokers dissatisfied with previous versions of e-cigarettes, and the marketing will make no health claims, according to the company.

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