Vype, the electronic cigarette brand from Nicoventures, has launched a national TV advertising campaign to run across terrestrial and satellite TV.
On air now after the 9pm watershed, it encourages adult smokers to use Vype as an alternative to tobacco.
Using the “Experience the Breakthrough” strapline, the ads feature a man and woman running through a night-time urban streetscape, before passing through a “sonic boom” of vapour – intended to represent a breakthrough moment for smokers everywhere.
Nigel Hardy, Nicoventures head of UK and Ireland, said: “The creative for our advertising targets adult smokers who can decide for themselves what it means to ‘Experience the Breakthrough’. It could be choosing Vype over tobacco, switching to Vype as a better quality of e-cigarette or the satisfaction of using Vype to reduce dependency on traditional cigarettes.”
Electronic cigarettes have grown in popularity since they were first introduced with an estimated 1.3 million UK adults using them. Vype claims best-practice in the sector along with using the latest technology. The company says all products are made in the UK using high quality ingredients including pharmaceutical grade nicotine.