Cessation Is But A Word

Klaus Kneale
by Klaus Kneale
December 7, 2012

Electronic cigarette are becoming a more serious contender for the affections of die-hard smokers.  This is happening more with the widespread marketing of two major brands–NJOY and Blu.  NJOY’s new King is regarded by some as the closest e-cig on the market to conventional cigarettes.  They and other companies that produce transitional models (e-cigs that simulate use of a conventional cigarette) are taking advantage of interesting wordplay.

In 2010, the courts ruled that the FDA could not ban the sale of electronic cigarettes as long as companies weren’t claiming their products could be used for smoking cessation.  In the aftermath of this decision, e-cig companies have been, understandably, a bit twitchy about the topic of smoking cessation.  Research is finding that electronic cigarettes are quite successful in helping individuals reduce the amount they smoke or quit altogether.  This would be a powerful marketing tool if the FDA wasn’t standing at the gates ready to pillage anyone that makes the mistake of saying such.

So companies are using their thesauruses (and legal departments) to figure out what they can get away with.  This is why the above ad caught our eye.  Cigarettes, you’ve met your match is a great slogan to this end.  It can be read as a purely competitive slogan, similar to ads that argue one product is better than another (here’s a fairly memorable one).  At the same time, it’s not impossible to imagine an individual “misunderstanding” this slogan to mean that the NJOY King can help them kick the habit.

Another line on this same ad goes even further: Finally, smokers have a real alternative. It’s smart marketing and we’re sure this ad went under the excessive scrutiny of every lawyer NJOY has in its corner.  In a single line, we’re told that the King is capable of meeting the needs of a smoker and is better that the other not-so-real alternatives.

Here’s some other words that seem far enough removed from cessation that companies might make suggestive claims without calling down the FDA wrath upon them: replacement, substitute, surrogate, something different, back-up, or even your smoking stand-in.

The appearance of e-cig ads on cable television is a big step.  We’ll do our best to keep up with the response of organizations like the FCC and FDA as e-cigs break further and deeper into the collective awareness of the public.


25 Responses to “Cessation Is But A Word”

      slap_maxwell on December 7th, 2012 7:31 pm

      The FDA hardly has a clean track record, and is hardly much of an authority on anything except excessive bureaucratic control and meddling. How many drugs passed FDA muster in the past decade that have since been found to cause more deaths, maladies and sadness than any number of e-cigs could ever hope to do? Yet they patiently wait to pounce on this like vultures. Yo, FDA…meh.

        Johnathan Brown on December 7th, 2012 9:33 pm

        I definitley like Njoys sneaky little method they did there.

          Donald Hammond on December 8th, 2012 1:51 am

          I don;t think they have to say it is a smoking cessation device for most people to know that is what it is. Just insinuating is enough. Whatever works

            John on December 8th, 2012 2:29 am

            Agree with Jon.

            On another note, Cessation is a word. I’m know I’ve ceased smoking.

              Todd on December 8th, 2012 7:24 am

              Absolutely love that they are getting the general idea out there and so called “breaking the rules”. I love the fact I am not a seller because when people ask me “do they really work” – I can freely spout out a big “hell yes!” Great to see the exposure like this indeed!

                hallucinoJEN on December 8th, 2012 7:35 am

                There’s one thing that bothers me about the Blu ads, and it’s that they are basically thumbing their noses at the ANTZ by saying that you can smoke anywhere at anytime. Granted, Lorillard has the money to fight them, but small vendors won’t stand a chance.

                I don’t like the idea of stirring the hornet’s nest any worse than what has been happening. :-\

                  chad on December 8th, 2012 8:22 am

                  Like the thought and ads… hate models.

                    MorrinB on December 8th, 2012 2:50 pm

                    Great use of slogans. Advertising geniuses!

                      saboinia on December 8th, 2012 3:25 pm

                      yay a sttep in the right direction

                        Karla Lyle (Msv8PR) on December 8th, 2012 4:03 pm

                        I am just glad the word is getting out about their existence. Most people don’t even know what it is.

                          robovape on December 8th, 2012 6:04 pm

                          glad these companies are blowing up and making vaping more mainstream 🙂

                            Mike on December 9th, 2012 3:04 am

                            lol i like that

                              Nathaniel on December 9th, 2012 9:16 am

                              Blu was the first e-cig that I tried and they definitely did not do the job but that was years ago so I don’t really know what they are like now.

                                robovape on December 9th, 2012 7:23 pm

                                it’s funny how nit-picky they are about the semantics, comparing them to cigs at all suggests cessation in general… i mean, what the hell else do you use them for?

                                  robovape on December 11th, 2012 2:34 am

                                  and can you imagine how bent out of shape the FDA is not being able to regulate over a semantic argument?

                                    Mike on December 12th, 2012 5:10 pm

                                    trixy lil hobbits

                                      Dahcwon on December 17th, 2012 8:45 pm

                                      The collective awareness of the public is a hard thing to get this day. But i see more and more people just know what E-Cig is, and thats just amazing.

                                        Steve Mitchell on December 19th, 2012 6:11 am

                                        thats a good start

                                          Mike on December 21st, 2012 3:25 am

                                          Rules only serve one purpose to me. That is to see how far you can bend it before it breaks! I also know that Njoy sell like hotcakes at all the local convienent stores in my area. I personally have never tried them, but there is a whole hell of a lot more vapers in my area than just me! I wish I could meet more of them lol!

                                            robovape on December 22nd, 2012 6:41 pm

                                            look at how fast we’ve gone from this to an FDA hearing pushing to fast-track regulation…

                                              Donald Hammond on December 23rd, 2012 10:05 pm

                                              Njoy is now offering a free sample. You just pay the shipping.

                                                che170 on December 26th, 2012 5:45 pm

                                                I have to agree with Donald Hammond, WHATEVER WORKS!!!! You are soooooo right!

                                                  Adam on December 29th, 2012 4:31 pm

                                                  I know it is a sensitive subject; but I still feel the FDA should not be involved with the marketing of these products. They aren’t being sold as medicines/drugs.

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