Vype targets itself as ‘breakthrough’ in new e-cigarette ad
Vype, the electronic cigarette brand from Nicoventures, has launched a multi-million campaign after six months on the market.
The campaign urges smokers to ‘experience the breakthrough’ of e-cigarettes as an alternative to nicotine.
Des Naughton, managing director at Nicoventures said: “It has been a successful first six months for Vype and we’ve built good brand awareness and expanded our distribution from online to being present in over 10,000 retail outlets. We’ve come a long way, gained good consumer feedback and learnt a lot about this exciting emerging sector. We strongly believe that advertising and availability is key in making this innovative product category grow further.”
The advertising campaign, which includes TV and digital is targeted at adult smokers, and those adults currently using other e-cigarette brands, and positions Vype as a satisfying alternative.
However, due to advertising rules, the digital version of the ad defines the product as ‘pure satisfaction for smokers’ and the TV version (which does not permit reference to smoking) stating ‘pure satisfaction for vapers’.