Vivid Vapours recently announced a massive £4m investment in a TV, outdoor and digital advertising campaign to drive awareness of the brand’s new vaping technology.
The multi-media advertising approach which ran for the whole of December and comprised TV, digital and outdoor and reached an estimated 38,000,000 target consumers throughout the UK. The advertising focused on the impact of technology on people’s lives and promotes the hashtag,
#NEVERLOOKBACK.
This follows the brand’s £3 million line extension of the Vivid E-liquid Capsule Vaping product in July 2015.
30’ and 40’ advertisements also ran on a number of channels across ITV1, ITV2, Channel 4, Channel 5, E4, as well as several Sky platforms including Sky Entertainment, Sky Movies, Sky Sports and Sky Living. Additional highlight spots featured during Coronation Street and Christmas Specials.
The TV advertisements were complemented by 1,692 outdoor touch points involving billboards and bus sites which were secured in key high impact locations throughout the UK. A £500,000 spend on digital advertising and page takeovers also drove the message home on-line with an estimated 140m impressions.
Nicocigs Managing Director, Nikhil Nathwani, says, “We are committed to the growth of the brand by consistently investing in the Vivid technology and marketing. The launch of this high profile, heavy-weight nationwide four week campaign gives a significant boost to the brand’s awareness among our target market of 25-39 year old vapers and current smokers.
“We are confident that this record- breaking spend will drive Vivid sales into 2016 and we urge the trade to stock up to meet demand.”
Electronic cigarette sales grew 33% in 2014, becoming the fastestgrowing product sector*.
Nicocigs Ltd was formed in 2008 and has established itself as the market leader in the UK independent sector.
Nicocigs employs 100 staff and has a portfolio of brands including Nicolites and Vivid Vapours. *Kaiser 2015
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