The campaign, called 'Six Weeks to Fall in Love', kicked off this week (17 October) and is set to run until 13 November at Westfield London in Shepherd's Bush. Adult shoppers will be invited on their first 'vape date', taking place in an intimate setting featuring a lounge, semi-private booths and a product expert who will be on hand to pair guests with the Blu product that best fits their needs.
Also on offer will be one-on-one consultations, intended to help consumers to get to know the Blu brand and experience the different products and flavours. At the end of the consultation, guests will be encouraged to continue the programme with a starter kit worth £56, which they can purchase for £8.
John Wardley, CMO for Blu said: "Blu has been at the forefront of our industry and takes pride in carrying the banner through new research, technologies and consumer engagement. The ‘Six Weeks to Fall in Love’ program embraces this approach even further by introducing a unique, interactive brand experience unlike anything seen before in our industry."
Those who are unable to make it to Westfield to see the campaign in action are able to sign up online. Interested parties can sign up through the microsite love.blu.com from today (19 October) until 27 November.
Earlier this month, Nicorette brought its 'One Breath Experience' to Westfield London, with the intention of helping people to quit smoking.
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