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Vype E-Cigarettes

Nicoventures launches £3.6m marketing campaign for e-cigarette brand Vype

By Angela Haggerty, Reporter

November 12, 2013 | 2 min read

A £3.6m marketing campaign has been launched by Nicoventures for new e-cigarette brand Vype.

Campaign: Creative from Vype, developed with Iris

The campaign, created by Iris, will run across outdoor, press, digital display and mobile until the end of the year. Media planning and buying is being handled by Mindshare, and the campaign follows the announcement of new listings for the brand in Sainsbury’s stores, Tesco stores, McColl’s, Spar and Shell petrol forecourts.

The ‘Experience the Breakthrough’ campaign aims to promote a message of positive change and transformation.

Philippe Zell, global sales and marketing director at Nicoventures, said: “The e-cigarette market is expanding rapidly and this is the right time for us to launch a brand like Vype.

“However, there is still confusion about the category so we have been working closely with our chosen agencies to develop a campaign that clearly demonstrates Vype as a modern alternative to smoking that delivers satisfaction.”

The e-cigarette market is used by around 1.3 million UK adults.

Vype E-Cigarettes

Content created with:

Iris

We know safe is dangerous. We work with ambitious clients to create a bold way forward out of change, challenge and disruption.

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Mindshare

Mindshare is a global media and marketing services company created in 1997. As one of the world’s largest media agencies, Mindshare is responsible for a large...

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