Development of digital marketing of electronic cigarettes linked to the pandemic
April 27, 2020
Par: communication@cnct.fr
Dernière mise à jour: April 27, 2020
Temps de lecture: 3 minutes
Tobacco companies[1]-[2] and e-cigarette companies are taking advantage of unique marketing opportunities during the COVID-19 pandemic. They are offering discounts and donating money and supplies. To promote some e-cigarette brands, the pandemic period is being used as part of aggressive marketing, particularly online. Sellers are using their websites and social media to heavily promote their products and have arranged for free home delivery of products to their customers. These same sellers are positioning themselves as public health actors by relaying key prevention messages from governments:
In France, British American Tobacco (BAT) has been stepping up its initiatives since the start of the lockdown to promote its electronic cigarette: Vype. The company assures consumers that despite the lockdown, its website remains operational and deliveries are possible.
The govype.fr website also promises free and express delivery of all its products with no purchase limit until June 30. The initial date of April 30 has been postponed. Similarly, email marketing is being conducted for subscribers.
The company has also increased its communication on Instagram and Twitter since the end of March with a new positioning of the campaign While publications of young people enjoying life with the vype cigarette followed one another, now, the communication objective put forward is the demonstration of the functioning and the correct use of the cigarette. In a context of health alert, BAT strives to reassure current and potential consumers by detailing the characteristics of its device and its liquids and adopts a discourse borrowing from the scientific field and marked by numerous numerical data. The company specifies in particular that the tests of quality and of security are the keystone of the development and manufacturing process of their products.
[1] https://www.generationsanstabac.org/actualites/acta-exhorte-les-pays-africains-resister-aux-pressions-de-lindustrie-du-tabac-avec-la-crise-du-covid-19/[2] https://www.generationsanstabac.org/actualites/lindustrie-du-tabac-profite-du-covid-19/[3] https://www.legifrance.gouv.fr/affichCode.do?idArticle=LEGIARTI000032549212&idSectionTA=LEGISCTA000032549210&cidTexte=LEGITEXT000006072665&dateTexte=20200427#LEGISCTA000032549208©National Committee Against Smoking |
- “Stay indoors and flatten the epidemic curve!”
- “Let us take care of your vaping needs.”
- “We'll deliver to your door so you don't have to go out!”
- “We ship all products after disinfection, customers are requested to also use disinfectants upon receiving the packages to maintain proper safety standards.”
In France, British American Tobacco (BAT) has been stepping up its initiatives since the start of the lockdown to promote its electronic cigarette: Vype. The company assures consumers that despite the lockdown, its website remains operational and deliveries are possible.
The govype.fr website also promises free and express delivery of all its products with no purchase limit until June 30. The initial date of April 30 has been postponed. Similarly, email marketing is being conducted for subscribers.
The company has also increased its communication on Instagram and Twitter since the end of March with a new positioning of the campaign While publications of young people enjoying life with the vype cigarette followed one another, now, the communication objective put forward is the demonstration of the functioning and the correct use of the cigarette. In a context of health alert, BAT strives to reassure current and potential consumers by detailing the characteristics of its device and its liquids and adopts a discourse borrowing from the scientific field and marked by numerous numerical data. The company specifies in particular that the tests of quality and of security are the keystone of the development and manufacturing process of their products.
https://www.instagram.com/govypefr/
This communication of a promotional nature and inciting consumption is particularly illicit in France[3].©Tobacco Free Generation[1] https://www.generationsanstabac.org/actualites/acta-exhorte-les-pays-africains-resister-aux-pressions-de-lindustrie-du-tabac-avec-la-crise-du-covid-19/[2] https://www.generationsanstabac.org/actualites/lindustrie-du-tabac-profite-du-covid-19/[3] https://www.legifrance.gouv.fr/affichCode.do?idArticle=LEGIARTI000032549212&idSectionTA=LEGISCTA000032549210&cidTexte=LEGITEXT000006072665&dateTexte=20200427#LEGISCTA000032549208©National Committee Against Smoking |
