JAC Vapour has fast-tracked its first ever advertising campaign ahead of a regulatory clampdown by rolling out its new promotion across London and Edinburgh over the next two months.
The e-cigarette brand is to focus on promoting the device as a high quality gadget, foregoing glamourising the habit through the use of lifestyle imagery.
Incorporating a combination of digital and outdoor advertising this message will be propagated in the likes of 6 sheets, taxis and GP surgeries and pharmacies.
Devised by Edinburgh based agencies Firefly and Troika and booked by Spirit Media the minimalist ads feature a stark white background and a close-up image of the e-cigarette and the brands signature navy, white and red colour scheme.
Various slogans are emblazoned across this backdrop including; ‘Because habits evolve’ and ‘Full steam ahead.’
Emma Logan, co founder of JAC Vapour comments: “E-cigarettes are not a tobacco product therefore should not be marketed as such. When smokers switch to vaping they quickly understand that e-cigarettes are pieces of technology. And like other gadgets, users should be primarily concerned with quality, performance and reliability – which are attributes that are embodied in our brand.
“Our campaign was created to reflect the premium and stylish nature of our products and highlight that JAC Vapour is a One Stop Shop for both e-cigarette beginners and experienced vapers alike.”
The e-cigarette market has burgeoned in recent years with an estimated 1.3m people in the UK picking up the habit.