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Charlotte has been chosen as the test market for the latest marketing initiative for the blu eCigs brand sold by an Imperial Brands Plc subsidiary.

The promotional campaign is titled “Get Unlit.”

The company said the enhanced blu product packaging has been introduced in more than 220 retail outlets in the Charlotte area.

Imperial said the test market does not extend into the Triad.

A full in-store and digital consumer engagement program will be rolled out by ITG Brands LLC later this month.