7 / 46
20
TOBACCO BUSINESS INTERNATIONAL
MARCH/APRIL 2016
NEWS & TRENDS
MARCH/APRIL 2016
Spark and Fontem Ink Deal
Spark Industries to license vapor technology-related patents
controlled by Fontem Ventures
California-based Spark Industries has inked a global licensing agreement with
Amsterdam-based Fontem Ventures, the company that developed blu, JAI, and
lifestyle energy brand Reon. “We want across-the-board access to the patent-
ed, covered technology as a benefit to its constituent customers—distributors,
wholesalers, retailers and consumers,” says Spencer Thompson, president of
Spark Industries/Spark Vapor Brands.
Spark, which distributes the CIG2O and Vapage brands of e-vapor hardware,
also blends and bottles the Vapage, Blind Lion and Vapage Private Reserve
brands of premium e-liquids.
“We have always been a company that lives by integrity and strives to oper-
ate in the best, [most] ethical way,” explains Thompson. “In obtaining the global
license from Fontem Ventures, we have done just that by utilizing Fontem’s
intellectual property in the correct way and insuring that our customers are
protected from infringing Fontem’s patents if they partner with Spark.”
Reynolds Debuts
Digital Coupons
Reynolds American hopes a digital
marketing program will help it go
paperless.
Winston-Salem, North Carolina-based R.J.
Reynolds Tobacco Company subsidiary is
piloting a digital marketing solution that will
enable it to replace paper coupons.
“The ‘turning blue’ trend is what ‘going
green’ wanted to be when it grew up,” ex-
plains Brice O’Brien, executive vice presi-
dent of consumer marketing for Reynolds.
“Green isn’t just for tree-huggers anymore.”
As part of the company’s sustainable ini-
tiative, Reynolds developed its patent-pend-
ing “Spot You More” system of delivering
digital coupons and promotions through a
small standalone hardware device that is
placed at store registers. Requiring only a
power connection, it connects wirelessly to
the Internet and enables retailers to accept
digital promotions without the need to meet
any point-of-sale equipment compatibility
requirements.
Consumers can then be sent digital cou-
pons that are redeemable through text,
email, apps and social media on their smart-
phones.
“A consumer simply places the phone un-
der the Spot You More device, with a digi-
tal coupon displayed—no timers, no store
selection required,” explains O’Brien. “The
coupon is then scanned and validated on
Reynolds’ servers in real time, and it can
never be used again.
“A hot topic between us and our retail
partners has been the rise of the mobile
consumer and mobile marketing,” O’Brien
adds. “Digital marketing/couponing [holds]
great potential to eliminate paper, printing,
postage and reduce the waste, gas and pol-
lution to deliver mail, all while being more
consumer-relevant.”
Tell Your Story
in
TBI
Would you like to see your store profiled
in
TBI
? Or maybe you’d like to share your
point of view or see a particular topic cov-
ered in our magazine. If so, we’d like to
hear from you at
tobonline.com/contact.78
TOBACCOBUSINESS
JANUARY/FEBRUARY 2014
trenchmarketing
BYMICHAELGELFAND
B
efore tobacco became his bread and butter, Tom
Foster was training at the California Culinary
Academy tobecomeaprofessionalchef.Back then,
he looked forward to thedaywhenhe’dhavea restaurantof
his ownwhere he could play tastemaker for his customers
and prepare a sensory experience thatwould exceed their
expectations every time they came in. But dreams and
realityoftenmix likeoil andwater, and Foster soon realized
thatbeingacookmeanthewouldnever see the frontof the
house—let aloneget theopportunity towatch them eat the
foodheprepared.
Disillusioned, Foster souredon hisdreamofprofessional
cooking and left California to return home to Kansas City,
Fidel’s cigar Shop dug itself
out of an early hole created by a
contentious store name—now
it’s a thriving boutique cigar
hotspot on the kansas city scene.
Facing the Music