GeekVape Is looking to ‘Shape The Future’ with its new brand strategy
Sports sponsorship has been a longstanding method for brands to increase recognition and visibility to a large audience. Even well established brands will use this strategy as a way of maintaining their status.
GeekVape is one of the leading e-cigarette brands. Since it’s launch in 2015 it has grown rapidly thanks to the success of the Aegis series and most recently the Geek Bar. To further establish its place as a global brand, GeekVape became an official partner of Paris Saint-Germain in 2021[1].
GeekVape x Paris Saint-Germain
On the 15th February 2022 GeekVape held a press conference at the Parc des Princes to announce its new brand strategy. Part of this is the release of co-branded products.
GeekVape S100
The Aegis Solo 2 is the first device to get a new look. It is powered by an 18650 battery which allows it to output up to 100W. It also features the Z Tank that uses 0.2ohm and 0.25ohm coils for huge clouds. Plus, the Tri-proof technology provides water, dust and shock resistance.
This new colour option comes in colourful metallic finish with a matching navy blue grip. A distinctive red and white stripe makes the overall look match the PSG kit.
GeekVape Obelisk 65 FC
The Obelisk 65 is a powerful pod kit. As the pictures show it not only has a new colour scheme but the display also matches to provide a complete look.
It has a 2500mAh battery that can output up to 65W. Plus, it features USB-C fast charging. The 0.2ohm and 0.4ohm coils that come with the kit are designed for sub-ohm vaping and should be used with shortfill or 50/50 e-liquid.
GeekVape ONE FC
The GeekVape ONE is the first pen style device in the Aegis Series. It is now even better in this new colour option. Like with the others it is covered in the iconic navy blue of PSG. The bold red and white stripe makes it instantly recognisable. Plus the embossed symbol adds to the premium feel.
It has a 780mAh battery and uses 0.8ohm and 1.2ohm pods for mouth to lung vaping. Plus, like with the rest of the range, USB-C fast charging is included.
Sports Sponsorship & Vaping
This partnership isn’t the first for an e-cigarette brand. Here are examples of how some brands have teamed up with sports teams.
Totally Wicked
As one of the top vaping brands in the UK, Totally Wicked is in a privileged position to sponsor multiple sports clubs. The brand has partnerships with both Blackburn Rovers F.C. and Saint Helens R.F.C. The most prominent of these being the naming rights to the Saint Helens stadium and the recently acquired main shirt sponsorship for Blackburn Rovers.
To celebrate the Blackburn Rovers Partnership, Totally Wicked released a limited edition arc 5 device.
These partnerships have also been used as a way of encouraging smokers to quit. Back in October Totally Wicked introduced the 30 day challenge. Research shows that if you stop smoking for 30 days you are five times more likely to quit for good. While aimed at smokers, the campaign used these partnerships to reach more people and encourage everyone to live healthier lifestyles.
Vuse
Back in 2016 British American Tobacco were forced to remove all sports sponsorship. However, they have since returned to sponsoring the McLaren F1 team through the Vuse brand[2]. This has been seen by many as exploiting a loophole in the regulations. Although, it can be argued that vaping is significantly less harmful than smoking so the same restrictions shouldn’t be applied to Vuse.
Vuse also took advantage of their sponsorship to release a McLaren branded device.
With the amount of false information circulating about vaping, it is important to allow brands to continue to use sports sponsorship as a way of promoting healthier options to smoking. Studies have shown that smokers are twice as likely to quit using vaping rather than other NRTs.
Sources
[1] PSG.FR. (2021). GeekVape and Paris Saint-Germain announce official partnership.
[2] BAT (2022). Vuse ‘drives for change’ again with McLaren car livery.
