BAT looks to create ‘modern brand’ with first e-cig ads

British American Tobacco is returning to UK TV screens after more than 20 years with a ‘responsible’ campaign for its e-cigarette brand Vype that comes ahead of an expected clamp down on the industry by the ad watchdog.

Video: The TV ad for e-cigarette brand Vype


brightcove.createExperiences();

The TV ads will run from today (17 February) until the 6 April and mark a continuation of its “Experience the Breakthrough” messaging developed by Iris Worldwide last year but only used in print and outdoor ads. The TV spot promises “satisfaction for vapers”, the name given to people who smoke e-cigarettes. It shows a man and woman running through a city before passing through a cloud of vapour and being propelled into the air.

Nigel Hardy, head of UK and Ireland for BAT subsidiary Nicoventures which launched Vype, says it has made a “significant” multi-million pound investment in the campaign, which will be supported by outdoor, press and digital ads. He says the company hopes to reach 70 per cent of adult smokers with the campaign, building awareness and helping to position Vype as a leading brand in the e-cigarette sector.

“In Vype we are creating a modern brand that we need to communicate in a way that really appeals to smokers. We’re not focusing on the product, we’re building a brand which will be here for the long term,” he says.

Interest in e-cigarettes from large tobaccos firms has stepped up, with BAT rival Imperial Tobacco set to launch its own e-cigarettes this year. Meanwhile SKYCIG is planning to spend £20m on marketing this year, positioning its brand as a lifestyle choice in a shift away from previous campaigns that marketed e-cigarettes as an alternative to smoking and which were banned by the Advertising Standards Authority.

It is likely that further restrictions on advertising e-cigarettes will be put in place by the ASA, after it admitted that the current code was not designed to regulate the relatively new product. The Committees of Advertising Practice (CAP and BCAP), the sister body of the ASA responsible for writing the UK ad code, are currently working on a new set of ad rules for the sector.

Hardy says Vype hopes to avoid falling foul of ASA regulations by clearly stating that Vype contains nicotine and is only for people aged 18 and over. Its TV ads will only be shown after the 9pm watershed and in press publications with a readership that is more than 85 per cent adult. It also has different straplines for the TV spot and print and digital ads, to reflect the different rules that govern the media.

“We feel we have been responsible in the way we present Vype in our ad, focusing on the brand rather than the product,” he adds.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here