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  • E-cigarettes can be used indoors - where 'real' ones are normally banned
  • E-cigarettes can be used indoors - where 'real' ones are normally banned
    Michael Dorausch, Creative Commons (2012) ©
CASE STUDY

How Vuse hopes to make smoking 'cool' again

With smoking in decline, e-cigarettes may be the future – but only by being culturally relevant can new brands like Vuse stand out. Will it be enough reason for smokers to switch?

Location United States

Scope
The number of smokers in the US has halved since the 1960s – and the trend is continuing downward, spurred by regulations and increasing health consciousness among consumers. The question facing the tobacco industry and their declining market is simple: can they shift consumers from one old habit to another more modern habit?

America's second-biggest tobacco company, Reynolds American Inc., is launching an updated version of its Vuse e-cigarette brand in a bid to diversify beyond traditional cigarettes amidst dark markets, packaging bans, tax hikes and social stigma. Sales of e-cigarettes are estimated to double this year, to ...

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