British vape company IVG is running an “aggressive” anti-smoking campaign in cinemas with advertising slots before the Deadpool & Wolverine blockbuster movie.
The Preston-based company says that the activity has been an effective way to get its message to the masses, with the film smashing box office records, and earning £17.3 million from viewers during its debut weekend. Odeon Cinemas has reported that the film in fact has become its biggest release this year, attracting 500,000 viewers at its sites on the first weekend.
This campaign, which runs until October 3, is featuring across cinema chains including Vue, Odeon and Cineworld in 12 cities.
It urges veiwers to consider quitting smoking or to switch to IVG vaping products. It is part of a wider nationwide multi-media campaign that includes billboards, branding in pubs, buses and taxi advertisements.
Rhett Morrissey, marketing manager at IVG, says: “We are proud to be running this campaign to remind all smokers that tobacco is seriously harmful to their health. Our advertisement featuring before such an iconic movie is helping us to raise awareness by getting our message out to a much wider audience.
”We pride ourselves on being a responsible company and are conscious about who our target audience is. This is why we chose a highly anticipated 18-plus movie and urged the audience to quit or switch to alternatives for smoking.”
