So how are tobacco firms going to advertise e-cigarettes?

A sexy comeback?

It looks like doubles all round: ad agency execs are no doubt rubbing their hands in glee. Christmas may come early this year for some ad execs. Tobacco advertising is making an unexpected comeback. Not a misprint – ciggy firms are already plugging their wares on US television. It really is like going back in time.

This is all to do with e-cigarettes. And this may just be the start. These little electronic gadgets contain a battery and a replaceable cartridge that turn nicotine and other chemicals into vapour inhaled by the user. 

Lorillard, the third-largest US tobacco company and owner of the Newport brand, snapped up Blu e-cigs last year for over $100m. Since October, it has been running TV ads starring actor Steven Dorff: sales are booming. Cue Lorillard’s rivals getting in on the act. Altria – parent company of Philip Morris and owner of the Marlbro brand – is launching its first e-cig.

RJ Reynolds (Camel and Winston are among its killer brands) is to ramp up its e-cig activity via its Vuse product. Reynolds is readying a TV ad campaign to roll out promoting Vuse as early as August. Meantime, British American Tobacco (BAT) - Benson & Hedges, Dunhill and John Player count among its brands - will promote an e-cig branded Vype.

At each firm, there is one common and hugely predictable theme: multi-million pound or dollar marketing budgets. And this is where things may become interesting. Just how will ad creatives promote the latest incarnation of the supposedly safe cigarette?

Then there is the matter of brand ambassadors? In the past, actors such as Ronald Reagan, Bob Hope and Rock Hudson plugged Chesterfield cigarettes; Phil (Sgt Bilko) Silvers was the face of Camel.

In the UK, I recall class ads from early schooldays for Manikin cigars featuring Bond Girl actress and model Caroline Munro. Sheer enjoyment from Manikin, I think ran the tagline. Sheer lechery more like.

Other memorable tobacco ads included Ronnie Corbett and Gregor Fisher: they were at least given some decent scripts (to the accompaniment of Bach’s Air on the G String) to plug Hamlet cigars.

The wonderful George Cole, in his pre-Minder days, was also on a "nice little earner" plugging Benson & Hedges.

Among contemporary actors and celebs who continue to smoke real cigs, who might agencies turn to? Rhianna? Britney? Eva Mendes? Or how about Simon Cowell, regularly snapped with cig in hand?

Agents for other celeb smokers such as Kerry Katona or Jeremy Clarkson may not be in heavy demand but who knows. Courtney Love has been the front-woman in ads for the Njoy brand of e-cigs.

Other possibles might include Kate Moss or better still: Cheryl Cole. I have a vague notion that she has snapped with cig in hand not so long ago. On a more serious point: can tobacco firms – given the mendacious nature of much of its past advertising – be trusted to advertise e-cigs responsibly?

For that matter, concerns remain about certain aspects of these firms recent marketing activity in emerging markets such as China and Indonesia. All of this marketing and M&A activity is gathering steam ahead of any definitive evidence about e-cigarette safety. Research to date – such as there has been - suggests that the vapour emitted by e-cigs is not harmful. It consists largely of water and there seem to be no issues about passive e-cig smoking.

The UK government is still to determine if e-cigs are to be licensed and regulated as an aid to quit smoking. Medical experts have been stepping up their lobbying of government to classify e-cigs as a form of nicotine-replacement therapy. That would mean that the products would be subject to strict checks.

Not so long ago the tobacco industry lobbied and argued and spun ad nauseam that increased regulation and ad restrictions would spell the death knell for the entire industry. They got that wrong; totally, utterly wrong in fact. Tobacco firms have very low amounts of debt and in recent years have offered their shareholders inflation protection and strong dividends. Given their track record of business forecasts, it might be prudent to take with a pinch of salt all that the tobacco sector says about the business prospects for e-cigs.

We may at least see some decent ads though.

Photograph: Getty Images

Douglas Blakey is the editor of Retail Banker International

Felipe Araujo
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Hull revisited: What happens when a Brexit stronghold becomes City of Culture?

We report from Hull, to find out if you can replace the kind of nostalgia that led to a Leave vote with cultural investment.

At 75 metres long, the offshore wind turbine blade erected across Queen Victoria Square, in the heart of Hull, is a sculpture intended to mark a new chapter in the city’s history. For the next 12 months, Hull, a city of more than a quarter of a million people in the northeast of England, will be the UK’s City of Culture.

The 28-tonne blade hails from the local Siemens plant. The German technology company employs around 1,000 people in the area, making it Hull’s biggest single employer.

Seen up close in this context – laid dormant in the middle of a town square instead of spinning up in the air generating energy – the structure is meant to remind passersby of a giant sea creature. It is also, I’m told, an allusion to Hull’s rich maritime history.


All photos: Felipe Araujo

Nostalgia is a big thing in this part of the country. At one point, Hull was the UK’s third largest port but technology and privatisation drastically changed that. The battle over cod fishing with Iceland in the waters of the North Sea 40 years ago has also dealt a major blow to a region with a long and proud trawling tradition.

People here still talk about a bygone era when the fishing industry provided jobs for everyone and there was enough money to go around.

Fast forward to 2017, and the country’s new capital of culture is the same city that voted 67 per cent in favour of leaving the EU last June. Its new-found prestige, it seems, is not enough to erase years of neglect by a political class “too busy for commoners like us”, as one resident puts it.

“More than a message to Brussels, it [the Brexit vote] was a message to Westminster,” Paul Leeson-Taylor, a filmmaker born and bred in Hull, tells me. “For the first time in a long time people in Hull felt like they had the chance to change something, and they took it.”

But while speaking to people on the high street and hanging out with locals at the Community Boxing Club in Orchard Park, one of the city’s most deprived areas, there is one word that consistently popped up in conversation – more than any specific policy from Westminster or the much-hated rules “dictated” by Brussels. Foreigners.

According to official figures, Hull’s population is 89.1 per cent white British. Still, immigration is big on people’s minds here.

During my two-day stay in the city, I find myself being the only black person in most places I visit – I’m certainly the only black guy at the boxing club. So when someone begins a sentence with “I’m not racist but…”, I know a tirade on immigrants is about to ensue.

“There are just too many of them,” Nick Beach, an estate agent whose Polish clientele is a big part of his business, tells me as he is about to teach a boxing class to local children. Beach was born in Shepherd’s Bush, in West London, but has been living in Hull for the last 20 years.

“When I go down there these days and go into Westfield shopping centre, it is very rare you get an English person serving you now,” he says. “I just find it disappointing that you go into your capital city and you are a minority there.”

These are the much-discussed “left behind”, a white working-class community that has gained particular prominence in a time of Brexit and Donald Trump. Under economic pressure and facing social change, they want to have their say in running a country they claim to no longer recognise.

For Professor Simon Lee, a senior politics lecturer at the University of Hull, immigration is only a superficial layer when it comes to explaining the resentment I witness here. For him, the loss of the empire 70 years ago is still something that as a country Britain hasn’t come to terms with.

“The reason for us to be together as a United Kingdom has gone, so what is the project?”

As destiny would have it, a foreign company will now play a major role on Hull’s economic future, at least in the short term. In the wake of the Brexit vote, there were widespread fears Siemens would pull out of the region and take its factory elsewhere. With the massive blade looming large in the background, Jason Speedy, director of the blade factory in Hull, assures me that isn’t the case.

“The Brexit decision has made no difference. We have made our investment decision, so Siemens, together with the Association of British Ports, has put in £310m. It’s all full steam ahead.”

As Hull becomes the country’s cultural hub for the next few months, the hope is that its residents stop looking back and start looking forward.

For Professor Lee, though, until there is a complete change in the power structures that run the country, the north-south divide will remain – with or without the EU. “The way you kill nostalgia is to have something new,” he said. “The reason why people here are nostalgic is because there is nothing to replace it with.”

Felipe Araujo is a freelance journalist based in London. He writes about race, culture and sports. He covered the Rio Olympics and Paralympics on the ground for the New Statesman. He tweets @felipethejourno.