Vype is the new electronic cigarette brand from Nicoventures, and is now aiming to build awareness of Vype amongst smokers as an alternative to smoking tobacco.
However, Nicoventures recognises that electronic cigarettes still cause confusion, even as they grow in popularity – there are now an estimated 1.3 million UK adults using the products, up from 700,000 last year.
The #vypesocial bar opens
To build awareness and inform the wider public about e-cigarettes and their use, the UK’s first ever electronic cigarette bar opened last night in London. The launch was attended by celebrities including Ashley Walters from Top Boy, actor and director Dexter Fletcher, Noisettes front-woman Shingai Shoniwa, SWAY, socialite Olivia Inge, Lethal Bizzle, the singer and producer Charlie Brown, actor and comedian Mathew Horne, legendary DJ Tim Westwood, Tom Green of Alt-J, actor and rapper Adam Deacon, model and presenter Jade Parfitt, and fashion designer Amy Molyneaux.
The #vypesocial bar is located in Shoreditch and is open until the end of November. It aims to identify and demonstrate the potential for new rituals and etiquettes around the use of electronic cigarettes in social venues. The hope is that new rules could enhance the sociability between smokers and non-smokers during a night out.
There is currently confusion about where e-cigarettes can and cannot be used – some venues ban their use inside, despite the fact they contain no tobacco and produce no ash or smoke.
Smokers disrupt a night out
An in-depth piece of research, commissioned by new e-cigarette brand Vype for the launch of #vypesocial, explored the elements of a night out and found smokers frequently disrupt conversations by leaving their friends while they go outside.
Unsurprisingly, 82% of those questioned said friends and 69% said conversation were the most important elements of a good night. However, 40% of non-smokers said that being left alone while friends went outside to smoke is a real bugbear for them while 31% said that friends who often went out for a ‘quick cigarette’ but were then always gone a long time, was also hugely annoying.
Vype also found that 70% of non-smokers said their friends abandoned them at least twice on an average night out while 40% were left alone on four occasions or more.
E-cigarettes could solve the problem
40% of non-smokers welcomed the idea that friends could stay inside with them and use an e-cigarette instead of smoking.
E-cigarettes have grown in popularity with an estimated 1.3 million UK adults using them and have the potential to solve this problem of fragmented groups and conversation. However, lack of knowledge of the rules and etiquette around e-cigarettes may be stopping people from using them in pubs, bars and clubs.
But – can e-cigarettes be used inside?
60% of people were very unclear about when and where e-cigarettes could be used with less than half (49%) of people believing their use was allowed in bars and only a third (37%) knowing they were allowed in restaurants.
Even those who have used e-cigarettes were unsure of the etiquette with nearly 70% using e-cigarettes inside but discreetly, or even going outside with smokers, with just 32% confident enough to use them in full view of staff and other people.
Join the debate
#vypesocial is working with innovative companies including Rebel Dining Society, Future Shorts and mixmag, to host a series of pop-up events across dating, gaming, film, food and clubbing at an e-cigarette-friendly venue to start the debate.
Where do you stand? Join the debate by coming along to one of the events, or tweeting your thoughts to @GoVype
For more information and full events listings click here
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