How do you create content around vaping?
Its a little bit of challenge, despite the claims that you are not selling smoking you really kind of are and then you are into a whole fun world of regulation and social stigma. So interestingly e-cig brand Blu has decided to create a documentary series about the evolution of the UK DJ scene. What has this got to do with puffing on a cloud making battery? Well not that much but then might be some sense to this seeming madness. Firstly, it is definitely targeting a more mature audience, even I am not old enough to remember some of the things they are talking about so nobody can say they are going after the teenage market. Then there is a kind sub-plot about changing tech, you know smoking to vaping tenuously links into vinyl to digital, maybe it is a little bit of a post-rationalising stretch. Finally, the target audience is probably spot on, old clubbers looking to clean up their lives while clinging on to the pleasures of their youth.
I have no idea if this is going to work but hats off to Blu for trying something a little different in the vape market. It probably didn’t cost a fortune, it is nicely put together and hopefully it will be successful for them as it is good to see a bit of experimenting. Looking forward to moving on to the next episode.