Vape ads shot in-house before law change

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AUCKLAND, Wednesday: The new campaign launched today for Kiwi-owned vape company Alt – including two tvcs and print ads – was produced entirely in-house.

No ad agencies or production companies were involved, Alt director Ben Pryor told M+AD. He declined an invitation to provide a full credits list.

“We’ve got a sort-of marketing department here, and we wrote and designed the print ads onsite, and – with a little help from our drone – filmed everything in our Panmure studio,” he said.

“Alt is investing significantly in what will likely be its last ad campaign before legislation is passed – any day now – to prohibit all forms of advertising of regulated vaping products.

“The advertising ban will only benefit Big Tobacco.”

The ban, he says, will make it impossible for Kiwi brands to differentiate themselves from international tobacco companies now selling vape products in New Zealand, and harder for Kiwi vapers keen to support local businesses and jobs in the Covid-19 environment. 

“We’ve got a sort-of marketing department here, and we wrote and designed the print ads, and filmed everything in our own studio.”

“Alcohol advertising is allowed, yet vaping which has helped achieve record-low smoking rates and hasn’t killed one Kiwi, is not. It makes little sense and will simply lead to less New Zealanders giving up cigarettes,” Pryor said, in a widely distributed statement.

Parliament is expected to pass the Smokefree Environments and Regulated Products (Vaping) Amendment Bill this week before rising for the election campaign.

While the bill sees a broad prohibition on vaping advertising, public health messages, approved by the Director-General of Health, such as in smoking cessation campaigns, will be permitted.

“The industry would be very happy to use its profits to promote vaping as an incredibly effective way to quit smoking,” Pryor said.

“We would adhere to any heavily regulated advertising and message restrictions. Limited advertising works well in the UK, but unfortunately New Zealand businesses will soon lose any opportunity to reach out to smokers.”

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