Vype E-Cigarettes 'Experience the Breakthrough'

Vype, the new electronic cigarette brand from Nicoventures, has announced the launch of a £3.6 million plus marketing campaign to run across outdoor, press and digital display/mobile until the end of 2013. The campaign will build awareness of Vype amongst smokers as an alternative to smoking tobacco.
 

Philippe Zell, Global Sales & Marketing Director, Nicoventures says, “The e-cigarette market is expanding rapidly and this is the right time for us to launch a brand like Vype.  However, there is still confusion about the category so we have been working closely with our chosen agencies to develop a campaign that clearly demonstrates Vype as a modern alternative to smoking that delivers on satisfaction. We believe our creative theme will build awareness of our brand and drive strong growth.”

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

 
The two month campaign, developed by Iris Worldwide, will target adult smokers with the creative platform “Experience the Breakthrough” to communicate Vype’s commitment to innovative product development to the highest quality. Vype uses the latest technology to provide a lightweight electronic cigarette with a realistic soft tip, similar size and feel to conventional cigarettes.  All products contain ECOpure, one of the purest e-liquids available, which is manufactured in the UK using high quality ingredients including pharmaceutical grade nicotine. 

 
Steve Bell, CEO iris London said of the launch:  “At the heart of this campaign is a product that represents breakthrough and transformation. We have visually represented this as an arresting image to allow adult smokers to decide for themselves what that breakthrough means; and be encouraged to open up and try e-cigarettes.  We know from our research that smokers will interpret the breakthrough at a category, brand or personal level.  Our aim is for this audience to understand that they can leave ‘old smoking’ behind and Vype is better than anything else on the market. ” 

 
Media planning and buying for Vype is being handled by Mindshare.

 
Listings have been agreed for larger Sainsbury stores, Sainsbury, Tesco and Shell petrol forecourts, Tesco Express, McColl’s and Spar. Discussions with other major retailers are on-going and it is expected that further listings will be announced soon, including retail pharmacy.

 
Two product types are available - Vype disposable and Vype reload (re-chargeable) - in two flavours: Classic and Menthol (with the Classic flavour coming in two nicotine strengths: Bold and Regular). Vype disposable will be on sale at £5.99 (RRP) – each one delivers about 130 puffs in laboratory testing (user’s experience will depend on personal vyping behaviour). Vype reload starter kits will be available at £14.99 (RRP) – each kit contains a portable, compact case, 2 fully-charged e-cigarettes (2 x rechargeable batteries, 2 x reload cartridges) and USB charger.  Reload cartridges are priced at £7.99 (RRP) for a pack of 2.  Each reload cartridge delivers about 250 puffs in laboratory testing (user’s experience will depend on personal vyping behaviour).

 

Credits

Agency: iris London
Nick O'Bryan-Tear (copywriter)
Neil Durber (art director)
Shaun Mcilrath (Executive creative Director)
Andy Taylor (Creative Director)