As a marketing guy myself, I think Blu's "cool" guy ad is an example of their greed and stupidity. The marketing people there probably think they are geniuses, but the ad is proof of their extreme marketing ineptitude and ignorance. It will draw negative attention to the industry. Pundits will start bringing up "the children" in no time and when that happens it could bring regs that affect us. I think e cigs can be advertised, but in a subtle way. Blu is trying to pull the old "Look at this cool actor guy with a cigarette in his mouth, you should smoke one too." card. It's in poor taste, and despite their wording in the ad, it will connect ecigs with regular cigs in non-user's minds.
So, it's greed and stupidity to advertise their product, and it would have been smarter to... what? Just hope people found out about them on their own? Or didn't know about them at all? As a marketing guy, you should know that
not marketing is a very poor form of marketing.
It's just not realistic, and as far as marketing goes, it would generally be considered a bad idea to limit your sales like that. Most places want people finding out about their products so they'll buy them, and you're suggesting that merely letting people know they exist is stupid? I don't get it.
Blu's a cig-alike. They make their money from people who want something that looks and feels as much like a cigarette as possible, so that's exactly what their ad shoots for. It's actually spot-on for their market, if you ask me. It says "Hey, this thing's just like a cigarette, and to prove it we're going to have our stereotypical Marlboro man show you how there's no difference, except that it's not really a cigarette."
And hiding would just be bad. There's no way to move forward if someone doesn't take a step first. We can't win the battle of public opinion if people are so afraid of the result that they don't even want the public to know we exist.