#trending: Free air purifier in exchange for giving up cigarette pack? Prism+ video draws flak for 'rewarding' smokers

SINGAPORE — A marketing video posted on social media by consumer electronics company Prism+, which seemingly encourages smokers to give up smoking, has come under fire online for “rewarding” smokers instead. 

In response to TODAY's queries, Prism+ said that the marketing video was inspired by an anti-vaping campaign launched by the MacPherson Youth Network and Bilby Community Development in November last year, where people who voluntarily surrendered their e-vaporisers, which are illegal in Singapore, received a S$30 gift voucher.

In Prism+'s video, which was filmed guerrilla marketing style, a woman representing the Singapore-based company is seen approaching several unsuspecting people at an outdoor smoking corner.

First, she initiates conversation with the smokers by asking if they would like to kick the habit of smoking. She then whips out a spray bottle and tries to extinguish their cigarettes with what appears to be water, prompting bewildered looks and protests from the smokers.

After asking them a few more questions regarding their smoking habits, the woman then asks if they would be willing to surrender their cigarette pack. 

Their "reward" for doing so? They get a brand new air purifier worth S$149.

Three male smokers in the video agreed to do so and were each gifted with an Aura smart air purifier to take home.

The video has attracted significant attention online since it was posted on Jan 8, getting more then 400,000 views and 500 comments across Facebook, Instagram and TikTok as of Monday (Jan 15) afternoon.

Many viewers claimed that the video had inadvertently given people an incentive to start smoking as opposed to discouraging it.

One Facebook user commented: “I am going to pick (up) smoking in order to quit to get the free air purifier.”

Another user pointed out: “This is more like rewarding smokers.”

Others expressed scepticism that the smokers featured in the video would really turn over a new leaf after receiving the free gift.

One viewer wrote: “Plot twist: He went to 7-11 and bought a new pack of cigarettes while holding his new air purifier.”

Another person predicted: “They will just buy another (pack) later. Already got a free purifier, (they) can even sell the purifier for at least S$80-90 on Carousell. Can buy about 5 packs (with that money).”

One other comment went: “This won’t help to quit smoking but (is) just a marketing stunt.”

Some viewers questioned if the smokers in the video were paid actors, while a handful found the woman’s actions of spraying water on the cigarettes rather “rude”.

One comment read: “I am not into smoking. However, I found (the ad) rude and crossed the line... If suddenly someone sprays water on the cigarette, the feeling is like a non-coffee drinker pouring vinegar into my coffee or a vegan (splashing) blood onto a restaurant door.” 

A number of viewers, however, reacted positively to the advertisement and praised it as “good marketing”. 

Several people left comments with details on the locations of their usual smoking spots, in the hope that they would also get a chance to receive an air purifier.  

An Instagram user said: “Love the message that you guys are sending.”

Another user wrote: "This is amazing! If they can stay away from cigarettes totally. Prism+ (applause)."

Speaking on the marketing video and the online reactions it received, Prism+ told TODAY: "It was encouraging to see smokers prioritise clean air in their homes. Comments on social media will always be on a spectrum as the platform is meant to encourage discourse, but the majority have been encouraging and appreciative of our intent."

This is not the first time that an advertisement by Prism+ has come under question.

In December last year, the company's ad for its Zero Smart air-conditioner was nixed over greenwashing claims and deemed "not acceptable" by Singapore's advertising standards watchdog.