Gaïatrend withdraws from social networks to promote responsible vaping
Rohrbach-Lès-Bitche, July 2, 2024 – Gaïatrend, a major French player in the production of e-liquids and holder of the Alfaliquid and Vaponaute brands, has formalized the withdrawal of its brands from social networks from June 12, 2024. This strategic and thoughtful decision aims to redefine the company's communication methods to better serve the interests of vapers and people seeking to free themselves from tobacco addiction.
A change of direction for more relevant communication
Faced with increasing regulatory constraints, notably the Tobacco Products Directive (TPD) and advertising restrictions recommended by Fivape, Gaïatrend opts for a more targeted and beneficial approach. The move is also spurred by future legal restrictions, such as proposed legislation to ban disposable e-cigarettes. The company wishes to honor its 43 subscribers by avoiding the dissemination of superficial or even counterproductive content, which does not correspond to the image of a responsible vape committed to public health.
Strengthened commitment on the ground
Olivier Martzel, Managing Director of Gaïatrend, recalls that the objective of the company, since its creation by a father wishing to help his children quit smoking, has never been to attract new users but rather to support smokers. in their fight against tobacco addiction. By detaching itself from social networks, Gaïatrend plans to strengthen its direct and effective in-store actions, thus directly affecting its target customers.
Maintaining an informative presence on certain platforms
Although withdrawing from certain social platforms, Gaïatrend continues to maintain its Facebook and LinkedIn accounts to disseminate relevant information on its expertise, the quality and safety of its e-liquids, as well as its commitment to secure vaping.
Hoped impact on the industry
The last communications from Alfaliquid and Vaponaute on social networks, before their closure, underlined the importance of concentrating efforts outside the virtual world. Olivier Martzel hopes that this initiative will inspire other players in the industry to adopt a similar approach for more responsible vaping, although he remains skeptical about their desire to follow this example.
Positive reception of vaping as a withdrawal method
Recent surveys and studies confirm the perceived effectiveness of electronic cigarettes in smoking cessation, with a large majority of vapers and the public recommending this method as an alternative to tobacco.
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