E-cigarettes are growing in popularity as a harm reduction tool for helping to quit smoking combustible tobacco products. On the forefront of this market change is the opening of several vape (c-cigarette) shops around Toronto.
180 Smoke opened its doors at 657 Yonge Street in summer of 2014 (near Yonge and Bloor), with a mission to properly educate the public about e-cigarette technology in an effort to help reduce the harm caused by tobacco.
On opening day 180 Smoke gave away about $15000 worth of e-cigarettes to new clients looking to quit smoking by turning in their last pack of cigarettes in exchange. This successful campaign was repeated in the New Year, in January 2015, for a week-long campaign that yielded similar results.