“Do both”: glo events and promotion in Germany

A new generation of heated tobacco products (HTPs) are being widely promoted in traditional (billboards, print) and social media in Germany. In Germany, HTPs are considered distinct from cigarettes or electronic cigarettes;[1] bear a 33% lower tax burden than cigarettes; [2–4] and unlike the graphic health warnings required on cigarette packaging,[5] only require a written warning.[6]

Philip Morris International’s IQOS entered the German market in June 2016.[7–11] British American Tobacco’s glo,[12–14] followed 4 years later and has taken what appears to be a young target marketing approach. Though later to market, glo is showing greater popularity and traction than IQOS on social media (Image 1). This industry watch examines glo’s marketing approach.

Image 1:

A. Glo Germany’s Instagram page shows 3,049 followers, includes links to challenges, and has images of travel influencer Yvonne Pfeffer and singer Bill Kaulitz from the band Tokio Hotel, both popular among young people. The description reads “Echter Genuss oder New-Tech? Beides, auf einmal. Mit dem glo^™ Heater” that translates to “Real enjoyment or new-tech? Both at the same time. With the glo ^™ heater.” Retrieved on September 8, 2020. B. iQOS Germany’s Instagram page shows 1,205 followers with images of their device, flavors, and corporate office. The description reads “Iqos die neue Art Tabak zu genießen. Erhitzen statt verbrennen! Support Iqos. Wir helfen Ihnen gerne” that translates to “Iqos the new way to enjoy tobacco. Heating instead of burning! Support Iqos. We’re here to help.” Retrieved on September 8, 2020. C. Google search and interests for “glo”. Retrieved from https://trends.google.de/trends/explore?geo=DE&q=glo. Pointer highlights June 14^th–20^th 2020, the timeframe when glo’s influencer campaign began, which peaked between July 5^th–11^th. A second peak around August 23^rd–29^th coincides with the glo Wheel events.

Glo Challenges and Raffles

A social media scan of glo advertising in July 2020 revealed a covert marketing strategy. Social media influencers participating in glo online challenges linked to #ohnewennundoder (“#noifandor”) without revealing the nature of the glo product or the relationship with the tobacco industry. Glo^™ challenges emphasized a “best of both worlds” theme -- “THIS/THAT”, “BINglo”, “Ich hab noch nie” (“never have I ever”) -- with post images promoting contrasts (e.g., low budget vs. high fashion, indoor vs. outdoor) without compromise: no longer either/or. Influencers suggested “do both” and “you can easily combine opposites.” All posts included the advertisement banner, an above-18-only banner, a link to the glo.germany Instagram, and #ohnewennundoder. Some influencers’ posts described the challenge and invited their followers to participate to win. (See Supplemental Files)

Glo Pop-up Stores and Events

Glo marketing in Germany extended to pop-up stores and kick-off events (Image 2) with sampling.[12] From June 2020-January 2021, glo pop-up stores appeared in 10 major cities throughout Germany. Placed in major shopping centers, these limited-time shops (opened for 2–5 months) had a “fishbowl” design. In August 2020, glo held two kick-off events with free drinks; food; DJ music; and rides on the glo Wheel, a 50m high Ferris wheel. Entrance was free and restricted to adults 18+. Other summer glo events included a scavenger hunt[15] and light show touted as the largest drone-ballet in Germany.[14]

Image 2:

A. Glo pop-up store. These stores are striking with black trim along clear glass fishbowl type walls with illuminated banners. Stores consist of a lounge room with a couch within a larger room. All the walls are transparent where employees and customers can be seen sitting in the lounge area. While glo masks are available [19], mask wearing is not enforced in store among customers. Throughout the outer room are glass cases with glo product “floating” within. Colorful advertisements on the walls offer customers to try and purchase the product in store for 29 euros. B. Glo light show. A glo campaign displayed by a drone-ballet, the largest drone light show in Germany. C. Glo wheel. Glo held 2 kick-off events in Berlin and Munich in August 2020. These events were promoted on their website and via social media and included a free Ferris wheel ride, snacks, drinks and music from a DJ.

Discussion/Conclusion

With most outdoor summer events cancelled in Germany due to the COVID-19 pandemic, glo’s events and challenges standout with appeal to young people. Rather than marketing HTPs as a switching device or alternative to traditional cigarettes, glo challenges and slogans emphasize “do both,” a suggestive invitation for dual use. Use of influencers in glo marketing is remarkable considering Instagram/Facebook banned content promoting tobacco products.[16] Unfortunately, deceptive marketing techniques are not new, and loopholes exist.[17–19]

Tobacco industry spending on cinema and outdoor advertising in Germany is estimated at €100 million ($112 million) a year. Germany remains alone in the European Union in allowing widespread outdoor advertising of tobacco products. Recent commitment for a cigarette billboard ban in January 2022 grants another year of protection for outdoor marketing of HTPs.[20–21] Glo’s “do both” promotions may circumvent restrictions on cigarette advertising.[1, 20–21] Tobacco product advertising restrictions, including promotion of HTPs, should extend to social media and events that appeal to young people.