FIN 'Rewrites the Rules' With TV Ads

Published in CSP Daily News

Launches national campaign "taking viewers back to era when they were able to smoke freely"

ATLANTA -- Electronic cigarette maker FIN Branding Group is completing its first national television advertising campaign, titled "Rewrite the Rules." The 15- and 30-second commercials (available here and here) depict timeless images, taking viewers back to an era when they were able to smoke freely.

"We are committed to changing the game for smokers everywhere," said Joana Martins, Vice President of Marketing at FIN. "We want to educate our consumers about our products and the technology behind them. FIN electronic cigarettes offer a real smoking experience without burning tobacco, and we are excited to be able to provide smokers with a lifestyle choice that enables them to this experience freely, whether they are indoors or out."

While sales of traditional tobacco cigarettes are rapidly declining, purchases of electronic cigarettes have soared, with $500 million in recorded sales last year and industry sales projected to reach $1 billion in 2013.

"The electronic cigarette market has grown exponentially in recent years, and what was once a niche product has transformed into an innovative alternative to traditional tobacco goods. As a leading provider of electronic cigarettes, FIN felt it was time to further broadcast our message to a mainstream audience of adult smokers through a national television campaign," said Martins. "Allowing users to replicate the smoking experience without the restrictions and limitations traditionally associated with the activity--that is how FIN is rewriting the rules."

The campaign aired nationally from May through July, across a targeted range of networks, including ESPN, Comedy Central, Discovery, FX, SyFy, TNT, Game Show Network, MTV and Speed, among many others.

FIN partnered with two Denver-based creative agencies, Futuristic and Cultivator, to create the spots. Both firms have extensive experience developing innovative campaigns--Futuristic has a client base including Nike, Coca-Cola and Adidas, and Cultivator is behind advertising for brands such as Kettle Brand Potato Chips, Red Robin and New Belgium Brewing Co.

FIN Branding Group, Atlanta, is led by chairman and CEO Elliot B. Maisel, CEO of beverage distribution company Gulf Distributing Holdings LLC, and manager of commercial real-estate and development company Herman Maisel & Co. Inc. FIN is available in more than 40,000 retail establishments nationwide including Wal-Mart, Pilot/Flying J, Winn Dixie, Circle K, Sam's Club, Sunoco, Love's and Stripes, among other retailers.