Dive summary:
- Blu e-cigarettes has signed on actress Jenny McCarthy to star in new TV spot and webisodes for the brand; McCarthy claims the e-cigs have provided her an alternative to smoking that has helped in her professional and personal—aka dating—life.
- The move could bring negative attention to the brand because of McCarthy's outspoken claims that vaccinations were the cause of her son's autism and that she was able to cure his condition, which has been widely discredited by medical professionals; e-cigarettes have shied away from health claims about their products and instead focus on the alternative to traditional smoking.
- TV networks and magazines are reaping the benefits of the emerging market as e-cigs currently have no restrictions on advertising, unlike traditional cigarettes, which have been unable to advertise on TV since 1971.
From the article:
"In the ads, she credits the Blu e-cigarettes for restoring her confidence in her dating life and introduces the Blu eCig Starter Pack, a new product. The webisode is a longer, different version of the TV commercial, in which Ms. McCarthy goes into greater deal about the Starter Pack, a spokeswoman for Blu said."
