JTI’s E-Lites, the UK’s most popular e-cigarette brand, [TNS Omnibus Q1 2015] is returning to TV screens nationwide this month (beginning this evening, August 17) with a new creative in support of the latest addition to its new range, E-Lites Curv.
The TV campaign will break with a high impact primetime “roadblock” for the 60 second creative, which will see the full length advert simultaneously take over approximately 25 channels (including ITV, Channel 4 and Sky, reaching an estimated 90 million post watershed impressions) during the first ad break after 9pm, meaning that the ad will appear during popular shows such as Modern Family, Travel Guides, Made in Chelsea, Men Behaving Badly, 24 Hours in Police Custody and Travel Guides.
Following the initial launch, the TV ad will continue with 20 second and 30 second cuts airing for a further four weeks. The advert will also feature on Video on Demand and catch up servives (4oD, ITV Player, Demand 5 etc) for four weeks to ensure maximum reach.
Directed by Omar Hilal, whose previous work includes TV campaigns for Nestlé, Samsung and Coca Cola, the advert is designed to reflect the quality of the E-Lites brand. Hilal uses a rare technique known as “silent story” to tell the narrative and bring the campaign platform, “A Curv Makes the Difference” to life, without dialogue.
Jeremy Blackburn, head of communications at JTI commented: “The e-cigarette category continues to evolve and it is important that consumers are aware of the choices available to them and now is the ideal time to launch our ATL campaign. E-Lites Curv is an e-cigarette that answers the consumer demand for quality and reassurance. After launching in convenience stores, online and in selected supermarkets and forecourts last month, the new ATL campaign will drive awareness for E-Lites Curv.”
As well as national TV advertising, the campaign will also include a six week media partnership with the Metro newspaper and national advertising including billboards. A digital campaign will further amplify the activity which will include advertising banners being placed across multiple social media platforms.
Blackburn told Wholesale News that the JI salesforce had been out since July, calling on a core of 5,000-plus retailers nationally, educating them and ensuring that thwey had all the stock they need; in addition, they have been able to view the ad at the retailer website, JTI Advance. “Distribution is very good,” he said, and regular contact will continue with retailer visits every four weeks as well as ongoing contact with wholesale.
The fully transactional consumer website, e-lites.co.uk, also continues to evolve with a new look and feel that reflects the quality and sophisticated branding of the next generation e-cigarette, E-Lites Curv. Blackburn added that there would be price parity (£6.99) between retail and website to ensure retailer and wholesaler loyalty was rewarded. There are also volume-based incentives for retailers.
For more information on E-Lites Curv and the E-Lites range, visit www.e-lites.co.uk or call 0800 112 3401.