Brand Tone

Modern & Innovative, Stylish & Sophisticated, User-Centric & Convenient, Responsible, Engaging & Community-Oriented

Brand Values

• •Innovation & Technology
• •Modernity & Style
• •Consumer Choice & Experience
• •Quality
• •Harm Reduction
• •Refusal to Compromise & Unexpected Combinations

Best Practices

• •Always Emphasize "Adult Smokers Only": Given the nature of the product, this must be a clear and consistent message in all communications to ensure responsible marketing.
• •Highlight Innovation & Technology: Use language that reflects modernity, advancement, and the smart technology behind the product (e.g., "advanced heating," "innovative system," "smart technology").
• •Focus on Style & Design: Incorporate words that convey sophistication, elegance, and modern aesthetics (e.g., "sleek," "stylish," "contemporary design," "refined").
• •Stress the "Alternative" Aspect: Position glo™ as a different choice compared to traditional cigarettes, focusing on benefits like "less smell," "no ash," without making unsubstantiated health claims.
• •Maintain a Confident & Direct Voice: Communicate with clarity and assurance, reflecting the brand's position as a leader in its category, while adhering to all regulatory guidelines for tobacco product marketing.

Social Perception

As a Modern Alternative, Stylish and Trendy, Convenience, Controversy & Scrutiny, Customer Service & Support

Copy Examples

• •Redefine Your Ritual. Experience tobacco in a new light with glo™. Modern technology, sophisticated design. For adult smokers seeking an alternative.
• •Style Meets Innovation. Discover glo™ — the contemporary way to enjoy tobacco. Less smell, no ash, uniquely yours. For adults only.
• •Your Choice. Your Moment. glo™ offers a different path for adult tobacco users. Explore our range of devices and flavors. Make the switch to a modern experience.
• •Elevate the Everyday. With glo™, cutting-edge technology meets sleek design for a refined tobacco experience. Designed for discerning adult smokers.
• •Beyond Convention. glo™: A new perspective on tobacco enjoyment for adults. Discover the difference innovation makes. (Adult product. Contains nicotine which is addictive.)