Over the years, tobacco companies have invested significant sums in crafting enticing cigarette brands. From the iconic Marlboro Man to Edward Bernays’ clever use of the feminist movement to promote smoking among women, smoking was marketed as a symbol of coolness and liberation.
Vaping: The Modern Alternative
With smoking losing its allure among younger generations, vaping has stepped into the spotlight. Gone are the days of film stars glamorizing cigarettes; now, Instagram content creators use aerosol trails for captivating photos. However, branding for smoking cessation products has often lagged behind in terms of appeal.
Blip: Transforming Smoking Cessation
Blip, a nicotine replacement therapy (NRT) brand, seeks to change the game. While NRT products like lozenges and gums have been around for years, they’ve been seen as practical but dull, lacking the allure that attracts young vapers. Blip aims to make quitting smoking or vaping trendy.
A Refreshing Approach
Co-founded by Brian Bordainick and Julie Schott, along with creative director Josephine Lee and president Alyson Lord, Blip takes a unique approach to smoking cessation. It’s about empowering people to be proud of their quitting journey.
Josephine Lee, also known as Princess Gollum, discussed her struggles with nicotine cessation during a shoot for Starface, an acne patch brand created by Bordainick and Schott. This conversation led to plans to revamp a stagnant industry that has struggled to connect with consumers.
Edgy Branding and Attitude
Blip’s branding is edgy and bold. Their tagline, “Die Another Way,” challenges the norms of over-the-counter health products. The visual branding has a vibrant, neon 80s arcade game feel that makes quitting smoking or vaping seem fun. It’s a departure from the typical branding of NRT products.
Supportive and Contemporary
Blip offers a support network on the chat app Geneva, which aligns with contemporary trends and is particularly suitable for platforms like TikTok, known for dance videos and optical illusions.
In an industry where coolness was once associated with smoking, Blip aims to redefine coolness by making quitting smoking or vaping a trend worth embracing.