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JANUARY/FEBRUARY 2014
points, and give very healthy margins
to retailers.”
The company is also an aggressive
marketer. Mistic print ads have
appeared regularly in popular
consumer magazines since its launch,
and the company also actively engages
with its customers through social
media. More recently, it branched
out into television advertising with
a 30-second ad that uses whiteboard
animation video to demonstrate the
cost savings that smokers of traditional
cigarettes can experience by switching
to Mistic e-cigarettes. “As any smoker
of traditional cigarettes knows, [the]
cost of the product has skyrocketed,”
says Wiesehan, who says that the ads
will be featured on stations such as
AMC, ESPN and CNBC. “There are
numerous reasons tobacco cigarette
smokers are switching to electronic
cigarettes like Mistic, and saving
money is high on the list.” The ad can
also be seen on Mistic’s website.
Finally, Mistic recently announced
that it will serve as a co-primary
sponsor in the 2014 and 2015
IndyCar Series seasons of the No. 11
car piloted by Sebastien Bourdais. “As
race fans ourselves, we are looking
forward to the 2014-2015 season,
not only to cheer for the team’s new
driver, Sebastien Bourdais, but to
further leverage our relationship with
KVSH Racing as we roll out offers
and promotions that educate IndyCar
fans on alternatives such as our
electronic cigarettes,” says Wiesehan.
FDA RegulAtion-ReADy
Along with its peers in the
industry, Ballantyne is well aware
[From left] Mistic’s Justin Wiesehan and John Wiesehan, Jr.
