Leading e-cigarette and e-liquid brand, VIP, has launched its first ever TV campaign with a duo of provocative 20 second ads which will be shown after the 9pm watershed. The campaign is claimed to represent the launch of a new generation of TV advertising for e-cigarettes following the recent ASA ruling which resulted in the banning of earlier ads which did not make it clear that the products contained nicotine.
Commenting on the TV ad VIP co-owner, David Levin, said: “I think it’s safe to say that our ads could be considered controversial and definitely push the boundaries. However, we make no apologies for this. Due to advertising regulations we were not permitted to include the product in the ad, so we decided to take a tongue in cheek approach to appeal to an adult audience and communicate the superior taste of VIP products whilst making it clear that they do contain nicotine.
“We anticipate that the creative treatment we have chosen for this campaign will cause comment and we anticipate a reaction, but I want to make it very clear that as a leading e-cigarette manufacturer we take our responsibilities extremely seriously.
“E-cigarettes offer smokers an alternative that is widely regarded to be less damaging to health than traditional tobacco cigarettes and at VIP we only market our products to existing smokers over the age of 18.”
The VIP TV ads will initially be shown in the ITV Granada region, after the 9pm watershed, during November 2013 with a planned national roll out from December. The campaign includes two 20 second commercials designed to appeal to both a male and female audience with the subjects encouraging consumers to switch to the great taste of VIP E-cigarettes.
Levin added: “With the e-cigarette industry as a whole continuing to come under scrutiny both from health professionals and regulators it is vital that only the best quality products are available to consumers. Through our TV campaign we hope we can communicate that VIP offers this level of quality in a fun, slightly cheeky and memorable way.”
For more information about VIP e-cigarettes and e-liquids visit www.vipecig.co.uk