10,442 Screens: TAAT™ Begins Statewide Video Advertisement Campaign on Pump Displays at 1,087 Gas Stations in Ohio

LAS VEGAS and VANCOUVER, JANUARY 28, 2021 – TAAT LIFESTYLE & WELLNESS LTD. (CSE: TAAT) (OTCQB: TOBAF) (FRANKFURT: 2TP2) (the “Company” or “TAAT”)  is pleased to announce that as part of its continued launch initiatives for TAAT™, the Company has procured a 60-day video advertisement slot across a network of gasoline pump displays consisting of 10,442 screens across 1,087 chain and independent gas stations in Ohio. The 15-second advertisement targeted towards legal-aged smokers, which is shown below and can also be accessed by clicking here, has been playing on all network displays approximately once every four minutes since Monday January 25, 2021 and it is expected to garner a total of approximately 18.8 million impressions over the campaign’s duration. 

Now that TAAT™ Original, Smooth, and Menthol are being sold at tobacco retail stores across the state of Ohio, the Company’s objective is to promote TAAT™ more aggressively and cultivate macro-level awareness of the brand and product among legal-aged smokers through high-visibility campaigns on “out-of-home” media channels. The current video advertisement campaign directs viewers to the TryTAAT landing page (http://trytaat.com), where legal-aged smokers can request a sample pack of the TAAT™ variety of their choice. By driving traffic to the TryTAAT landing page, the Company anticipates that it can prompt new sample pack requests from legal-aged smokers, who can also be notified when the Company’s online storefront launches. Moreover, the Company believes that by advertising TAAT™ in a setting in which tobacco products are commonly sold, legal-aged smokers who request TAAT™ at points of sale which do not currently carry the product could create awareness of and indicate demand for TAAT™ among decision-makers for tobacco retailers.


On Monday January 25, 2021, the Company began an advertising campaign for TAAT™ on pump displays at 1,087 gas stations across Ohio, directing legal-aged smokers to visit the TryTAAT landing page to request a free TAAT™ sample pack

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In the United States, products in the tobacco category are most commonly sold through and advertised in convenience and gas station points of sale. In a 2017 study published in the Preventive Medicine scholarly journal, it was concluded that nearly 6 in 10 smokers last purchased cigarettes from convenience stores and gas stations, with these retailer categories comprising more than two thirds of the most common purchase locations (69.1%), followed by tobacco discount stores (9.9%), drug stores (5.0%), supermarkets (4.9%), and liquor stores (3.6%)1. As of 2020, approximately 93% of Americans live within a few minutes of a convenience store, and about 80% of all convenience stores in the country are also gas stations2. Given the significant role of gas stations in tobacco retailing in the United States, the Company is strategically placing a focus on this channel in its efforts to commercialize TAAT™ as an alternative to incumbent products in the tobacco industry. 


Over 10,000 gas pump displays in the state of Ohio are showing the Company’s 15-second advertisement for TAAT™, as shown in the video which can be accessed by clicking the above thumbnail. This video clip can also be accessed by clicking here.

Readers using news aggregation services may be unable to view the media above. Please access SEDAR or the Investor Relations section of the Company’s website for a version of this press release containing all published media.

TAAT™ Chief Executive Officer Setti Coscarella commented, “Considering that more than two thirds of cigarette purchases in the United States take place in a convenience store or gas station, and about four out of five convenience stores are also gas stations, building awareness of the TAAT™ brand among legal-aged smokers who patronize gas stations is a very important part of our early-stage marketing. Because TAAT™ is already sold across our initial market of Ohio, running a video advertisement campaign like this allows us to build upon the traction we have gained to date in the tobacco category. We began the campaign this week as a matter of timing strategy, because TAAT™ has been available for purchase at retail in Ohio for about one month now, and we will soon launch our online store which will allow legal-aged smokers in dozens of states including Ohio to purchase TAAT™ online. By directing legal-aged smokers who view our ad to the TryTAAT landing page, we anticipate that we could accumulate an even larger database of legal-aged smokers who have requested a sample pack of TAAT™, to whom we can promote the online store once it launches, in accordance with our privacy policy. We are excited to be advertising TAAT™ through mainstream ‘out-of-home’ channels such as gas pump displays, and we look forward to seeing the impact it could have on our continued launch in the state of Ohio.” 


1 – https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5547559/ 

2 – https://www.cnbc.com/2020/03/18/americas-gas-stations-and-convenience-stores-grapple-with-an-uncertain-future.html 

On behalf of the Board of Directors of the Company,


“Setti Coscarella”

Setti Coscarella, CEO and Director

For further information, please contact:

TAAT™ Investor Relations

1-833-TAAT-USA (1-833-822-8872)



About TAAT Lifestyle & Wellness Ltd.

The Company has developed TAAT™, which is a tobacco-free and nicotine-free alternative to traditional cigarettes offered in “Original”, “Smooth”, and “Menthol” varieties. TAAT™’s base material is Beyond Tobacco™, a proprietary blend which undergoes a patent-pending refinement technique causing its scent and taste to resemble tobacco. Under executive leadership with “Big Tobacco” pedigree, TAAT™ was launched first in the United States in Q4 2020 as the Company seeks to position itself in the $814 billion1 global tobacco industry.

For more information, please visit https://taatglobal.com.


1 British American Tobacco – The Global Market

Forward-Looking Statements

This news release contains “forward-looking information” within the meaning of applicable Canadian securities legislation. Often, but not always, forward-looking information and information can be identified by the use of words such as “plans”, “expects” or “does not expect”, “is expected”, “estimates”, “intends”, “anticipates” or “does not anticipate”, or “believes”, or variations of such words and phrases or state that certain actions, events or results “may”, “could”, “would”, “might” or “will” be taken, occur, or be achieved. Forward-looking information in this news release includes statements regarding the potential launch of Beyond Tobacco™, in addition to the following: Potential impact from advertisement of TAAT™ on gas pumps in Ohio, launch of the TAAT™ online store. The forward-looking information reflects management’s current expectations based on information currently available and are subject to a number of risks and uncertainties that may cause outcomes to differ materially from those discussed in the forward-looking information. Although the Company believes that the assumptions and factors used in preparing the forward-looking information are reasonable, undue reliance should not be placed on such information and no assurance can be given that such events will occur in the disclosed timeframes or at all. Factors that could cause actual results or events to differ materially from current expectations include: (i) adverse market conditions; (ii) changes to the growth and size of the tobacco markets; and (iii) other factors beyond the control of the Company. The Company operates in a rapidly evolving environment. New risk factors emerge from time to time, and it is impossible for the Company’s management to predict all risk factors, nor can the Company assess the impact of all factors on Company’s business or the extent to which any factor, or combination of factors, may cause actual results to differ from those contained in any forward-looking information. The forward-looking information included in this news release are made as of the date of this news release and the Company expressly disclaims any intention or obligation to update or revise any forward-looking information whether as a result of new information, future events or otherwise, except as required by applicable law.

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