“It took a unique and now prohibited product to create the perfect influencer-marketing campaign,” stated Mr. Stewart, 43, during an interview. Hestia, a lesser-known contender in the tobacco industry, has also adopted a different approach. Mr. Sley, 39, distributed cigarettes to popular figures in New York, hoping they would feature the product on their social media platforms. Fortunately, as long as these individuals are not paid for endorsement, there are no violations of federal or social media regulations. Surprisingly, Hestia maintains a presence on Instagram, a platform not commonly associated with cigarette brands. Their account consists of a collage of memes, shared posts, YouTube reviews, and appearances in Paper magazine slide shows.
Unable to afford traditional advertising, Mr. Sley employs the strategy of providing Hestia cigarettes to influential individuals, utilizing their valuable platforms to gain visibility. According to him, visibility holds significance irrespective of the location, but New York and Los Angeles are particularly valuable. Interestingly, Mr. Sley resides in Raleigh, N.C., yet he has successfully connected with these influential scenes through figures like Mark Hunter and podcasts such as “How Long Gone” and “Red Scare.” As a result, a sprawling network of individuals has emerged, all linked by one commonality: they receive free cartons of Hestia cigarettes.
In February, the blogger Meg Superstar Princess was featured in the Perfectly Imperfect newsletter, where notable “it” girls, influencers, celebrities, and artists share lifestyle and product recommendations. In her contribution, she wrote, “Smoking cigarettes is extremely important and cool,” expressing her preference for Hestia cigarettes, which she receives via special shipment. However, Hestia cigarettes are not yet available in New York City.
It is crucial to recognize that cigarette use is the leading cause of preventable deaths in the United States. It is responsible for various cancers and approximately one out of every five deaths. While smoking rates have significantly declined over the years, hitting a record low, it’s worth noting that approximately 11 percent of adults reported smoking cigarettes last year, according to the Centers for Disease Control and Prevention.
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