Video: Cigarette TV ads return - for e-cigarette brand Vype

By Robyn Black

- Last updated on GMT

Related tags British american tobacco Cigarette

Cigarette ads are to return to TV this month – albeit for e-cigarettes rather than traditional tobacco products.

British American Tobacco (BAT) has announced it is to launch a multi-million pound campaign for its brand Vype, which it launched six months ago.

Under the slogan “Breakthrough” the company said the campaign is meant to inspire adult smokers to see Vype as an alternative to tobacco.

“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,” said Des Naughton, MD at Nicoventures, the arm of BAT that looks after the Vype brand.

“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.”

Electronic cigarettes have grown in popularity since they were first introduced with an estimated 1.3 million UK adults using the products, up from 700,000 in 2012, according to BAT.

“As part of this growth, Vype aims to provide a best practice, high quality standard as a market leader within the e-cigarette category,” said Naughton.

Both JD Wetherspoon and Fuller’s banned e-cigarettes in their pubs last year.

Fuller’s said “Vaping” caused anxiety for customers and staff.

Related topics Marketing Smoking and alternatives

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