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V2 Says Goodbye to Cowboy; Welcomes V2 Red!

Date Posted: March 14, 2011

Our most popular flavor has a new name and a new look, but the same classically smooth tobacco taste.

V2 Red Flavor

In response to pressure from  Philip Morris USA, Inc., V2 Cigs has changed the name of our “Cowboy” cartridge to “V2 Red”. The imagery on our website has also changed to a more modern maverick–a motorcyclist riding into the sunset.

Philip Morris is one of the world’s largest cigarette manufactures and recently targeted V2 Cigs, claiming the “Cowboy” flavor infringed and diluted the Marlboro trademark. Philip Morris alleged the appearance of the V2 Cigs graphic–depicting a cowboy on horseback– was likely to confuse consumers with the tobacco giant’s “Marlboro Man” trademark.

Despite the challenges, V2 Cigs stands firmly behind its products. According to Jay Meistrell, a senior executive at V2 Cigs, “The testimonials of our customers speak for themselves — their amazing stories of lifetimes spent smoking cigarettes and the damage tobacco caused to their health and their families.  People have found a satisfying and healthier alternative to tobacco. The personal triumph they express proves the benefits of our products.”

A different name was originally chosen to replace the “Cowboy” name, but when a loyal customer suggested “V2 Red” in a Forum thread, employees of V2 Cigs liked it so much, a last minute decision was made to go with the name.

The popularity of electronic cigarettes has risen dramatically since their introduction to the U.S. and E-cigarettes have become the darling of celebrities, making appearances on Late Show with David Letterman, Dr. Oz, Howard Stern and in the film The Tourist with Johnny Depp.

According to recent studies led by Boston University School of Public Health (BUSPH) researcher Michael Siegel and John Ayers, a doctoral candidate at Johns Hopkins Bloomberg School of Public Health, the success of e-cigarettes can be attributed to two main factors; effectiveness in satisfying smokers’ needs and increasingly stringent smoking bans.

“This study suggests that electronic cigarettes are helping thousands of ex-smokers remain off cigarettes,” said lead author of the Boston University study, Michael Siegel.

While e-cigarettes are not marketed as a smoking cessation device, many have found success in their efforts to eliminate tobacco, quit smoking or as an alternative to smoking.

In federal statistics data released by the Centers for Disease Control and Prevention, smoking rates were on the decline between 2000 and 2005. They have stalled since then — remaining at around 20 percent of the population — or one in five. “Smoking is still the leading preventable cause of death in this country,” said CDC Director Thomas R. Frieden, M.D., M.P.H.

While Philip Morris has not released an official opinion on the success of e-cigarettes, they strongly back the FDA in regulation of the product. This anti-competitive initiative by the world’s largest cigarette manufacturer makes it more expensive to produce, distribute and market e-cigarettes.

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