Charlotte was chosen as the test market for the latest blu eCigs brand marketing initiative sold by a subsidiary of Imperial Brands Plc.
Blu eCigs to Test New Marketing Campaign in North Carolina | Local
The promotional campaign is called “Get Unlit”.
The company said the improved packaging for the blu product has been introduced to more than 220 retail outlets in the Charlotte area.
Imperial said the test market did not extend to the Triad.
A comprehensive in-store and digital consumer engagement program will be rolled out by ITG Brands LLC later this month.
The blu eCigs brand was the best-selling electronic cigarette in the United States when the product first went national in the late 2000s and held onto it until overtaken by the Vuse product of RJ Reynolds Vapor Co. in 2015.
Blu eCigs was a key part of the $ 7.1 billion deal between Imperial and Reynolds American Inc., with traditional cigarette brands Kool, Maverick, Salem and Winston, which gained approval. regulation of the $ 29.25 billion purchase by Reynolds of Lorillard Inc. in 2015.
Nielsen’s latest analysis of convenience store data for e-cigarettes blu eCigs with a 2.4% market share, behind Juul at 40.8%, Vuse at 33% and NJoy at 3.3%.
Imperial is also conducting market trials for two traditional cigarette products that do not burn in Europe. The group is making its Pulze device and iD heating sticks available throughout Greece. It is also testing the products in the Czech Republic.