Reprinted from a short piece in The Morning Cup

Liquid Smoke

You see them outside offices, restaurants, bars, theaters – no matter the weather there they are, sometimes alone, sometimes in small groups, always cigarette in hand.

Over 40 million Americans smoke – but not at work, when traveling, in bars or restaurants. Now that’s what I call pent up demand, and of course chewing gum, nicotine patches, coffee have all targeted the gap but none as clearly or as  single mindedly as this launch seen at last week’s London International Food Fair.

Liquid Smoking doesn’t claim to help you stop, doesn’t include nicotine or tar or the other addictive ingredients of cigarettes but it does promise “similar properties as the nicotine feeling of smoking…..alertness …followed by calming and relaxation”.

 A high value market, legally restricted, intense consumer desire – a compelling claim, a descriptive name, a pack design that says it all, but will smokers feel it’s  an appropriate badge? Is the strategy just a little too obvious in such a sophisticated market?

 It’s a great example of logical analysis and lateral thinking. I wish it well!