The electronic cigarette brand blu was one of the sponsors of a Maxim Super Bowl party in Minneapolis in January. The brand planned to use the event to promote its new line of electronic cigarettes called “myblu.” A call for models went out on Facebook. The post offered to pay $350 to “…attractive, fit ladies that are comfortable working at a Maxim Party during the Super Bowl while smoking a vapor.” The City of Minneapolis Health Department responded by letting party organizers know that smoking and vaping indoors is not allowed in the city. Blu altered their plans accordingly, although social media photos appear to show some vaping at the event. The brand offered a tasting room where party guests could sample “signature cocktails” based on the new myblu flavors. Tasting room guests were also given a “swag bag” with a free myblu starter kit.