Last February, Imperial Brands PLC, launched their vapour device via subsidiary Fontem Ventures in the US. Myblu is a pod-based system that uses liquid pods instead of the refill cartridges that are normally used in e-cigarettes, which are supposed to make the product perform better.
Blu’s marketing manager Pete Blackman, explained the choice of marketing agency. “We needed an agency solution that could deliver an ambitious yet intricate integrated launch campaign for us. MSQ Partners showed us smart consumer insight coupled with creative and effective use of all of our media channels, and together with Hyperactive we have found the right mix of skills to launch Myblu.”
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