Vivid invests in major Christmas campaign – watch new ad here

Electronic cigarette specialist Vivid Vapours has announced a £4m TV, outdoor, and digital, advertising campaign to drive the brand’s new vaping technology.

The multi-media advertising initiative will run throughout December, with the aim of reaching a target audience of 38,000,000 UK consumers.

The advertising shows how technology has improved people’s lives, and promotes the hashtag, #NEVERLOOKBACK.

The move follows the brand’s £3 million extension of the Vivid E-liquid Capsule Vaping product in July.

Both 30 second and 40 second advertisements will run across ITV1, ITV2, Channel 4, Channel 5, E4, and several Sky platforms, including Sky Entertainment, Sky Movies, Sky Sports and Sky Living.

It will also feature in prime-audience slots, such as Coronation Street and Christmas Specials.

The TV ads will be complemented by 1,692 outdoor billboards and bus sites in key locations throughout the UK.

A £500,000 spend on digital advertising and page takeovers will drive the on-line presence, which is projected to reach 140m impressions.

The full length advertisement is available to watch below.

Nicocigs managing director, Nikhil Nathwani, said: “We are committed to the growth of the brand by consistently investing in the Vivid technology and marketing.

“The launch of this high-profile, heavy-weight, nationwide, four-week campaign will give a significant boost to the brand’s awareness among our target market of 25-39 year old vapers and current smokers.

“We are confident that this record- breaking spend will drive Vivid sales in December and into 2016 and we urge the trade to stock up to meet demand.”

According to market analysis group Kaiser, electronic cigarette sales grew 33 per cent in 2014, becoming the fastest-growing product sector.