Premiering on 4 April 2016, the effort targets four key markets including the United States, United Kingdom, Italy and France

Electronic vaping company, blu, has launched a new global brand and marketing campaign themed Just You & blu to celebrate the individualistic lifestyle of its consumers. The push features television, cinema, print, and billboard advertisements as well as digital and social executions.

“This campaign will serve to solidify and grow the leadership position blu enjoys in the US and the UK, while introducing the brand to new consumers in our two launch markets, Italy, and France,” said John Wardley, Chief Marketing Officer at Fontem Ventures, blu’s parent company.

Scheduled to premiere on 4 April 2016, the effort has been developed for a slew of international markets including the United States, United Kingdom, Italy and France. Positioned as an innovator, the marque was established in 2009 and continues to evolve to deliver on the brand experience.

A combination of 30-, 60-, and 90-second films, the campaign’s creatives are expected to entail black and white imagery for a simple and timeless effect. The first phase focuses on several different individuals—a motorcyclist, comedian, drag queen, model, and pilot.

“They are not celebrities or famous. They are just interesting people with their own story and connection to the brand. We intentionally avoided clichés which have historically defined marketing in this category. It’s not about battery life, flavour ranges or gadgetry. It’s about real people enjoying a real moment with blu.”

For the movement, the marque tapped the talents of London-based advertising agency, The Corner. Commercial content was led through video director, Romain Gavras, and photographer, Rick Guest, respectively. The music track Outro by French electronic band, M83, was used.

Alongside Just You & blu, the vaping provider has expanded its international presence through online store launches. The next generation of products is available in the aforementioned markets and entails heightened performance, added personalisation, and sleek new packaging.

As its second largest market, UK customers now have access to the latest, most innovative generation of blu’s rechargeable, single-use, and liquid refill products, including blu PLUS+ (all-in-one pack), blu PRO (for flexibility), and blu GO (disposable). The expansion marks the company’s first reach into the French and Italian markets.

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