Cigarette brands like Altria, Philip Morris and Altria were able to capitalize on the popularity of vaping products like the vape pen and the e-cigarette to create huge advertising campaigns in 2015.
They were able, in part, by leveraging their brand name on new products like e-cigarettes, which are still considered less socially acceptable than cigarettes, and on tobacco products that have the ability to be smoked.
Cigarette manufacturers also spent tens of millions on advertising in 2017, a jump of nearly 25 percent over the previous year, according to Kantar Media, a market research company.
That year, Altria spent nearly $1 billion on ad campaigns.
Altria was able to do this because of a policy change in 2020, which changed the rules on advertising that was designed to make vaping products more socially acceptable, according the company.
While tobacco companies spent tens or even hundreds of millions to advertise in the last few years, advertising in e-cigs was relatively quiet.
It’s a significant change, given that tobacco companies were already trying to convince people to smoke cigarettes, according in an analysis of ad spending by the Pew Research Center.
“It’s not a surprise that cigarette companies were able spend so much to advertise for e-cig brands,” said Brian Whitley, a tobacco industry analyst with Bloomberg Intelligence.
“E-cig companies can do the same thing and get away with it, but they’re not going to.”
Altria has spent nearly a billion dollars on ad buys in 2017 and has spent $2 billion since 2020.
Alt-A has spent about $800 million on ad spending since 2020 and has $1.3 billion in advertising revenue.
Altraza spent about half a billion on advertising since 2020, and has nearly $600 million in advertising sales.
Cigarettes were the most popular brand brand last year.
Cigar companies were also able to push new products and features like vaporizers and battery-operated smoking machines onto the market.
But e-juice sales remain relatively weak, and the market is saturated.
The number of e-liquid products sold has fallen by about 80 percent in the past decade, according e-liquids.com, which tracks the industry.
“The market is still a big part of the tobacco industry,” Whitley said.
“That’s one of the reasons why it’s difficult to put a price on e-nicotine.”