Blu are one of the pioneers of the vaping and e-cigarette category. Long before ‘vaping’ was part of everyday lexicon, they were dreaming of alternatives to smoking. They pride themselves on creating simple, reliable products. Blu stands for the individual, forging their own path. Like all great brands, they don’t ride the waves of culture – they make them.
Smoking – lots of people who love it, do it. So how do you encourage them to make the switch? You have to spend time with them. Research discovered that smokers hated the side-effects of smoking – bad breath, lack of smell and taste, and yellow fingers. Blu could be the solution. Introducing #goodbyewithblu – a national amnesty to help smokers bin their cigarettes. Literally. Customers were challenged to shred their cigarettes in return for a discount on blu products. I designed blu branded shredders and promotional discount materials, along with digital billboards, backpack billboards, uniforms and lanyards to spread word about the promotion. The branding was simple and cool, confident and cheeky – reflecting the ethos of the brand.
The campaign was a huge success, with a reach of over 40,000 people. 2,342 consumers took part, 10,109 coupons were distributed and 822 people shredded their cigarettes.