E-Lites to debut first European TV advertisement for electronic cigarettes in UK

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E-Lites: European TV debut

E-Lites: European TV debut

Electronic cigarette brand, E-Lites, is claiming a European market first with the launch of a TV advertisement for e-cigarettes containing nicotine.

The national advertising campaign breaks in the UK on the 19 January 2013 on ITV, Channel 5 and satellite TV.

Ad centres on baby's first steps

Ad centres on baby’s first steps

The 30-second ad centres on the theme, ‘You don’t know what you’re missing’. It features Waterloo Road star Mark Benton as a baby’s father and shows a family gathered at home for a party. While dad furtively pops out for a cigarette, the rest of the family witness the baby’s first steps.  

At that moment the baby’s dad, having finished his cigarette, comes back into the room and oblivious to the recent events simply says: “So, what have I missed?” The room remains silent as the message ‘E-Lites – You don’t know what you’re missing’ appears on screen.

E-Lites said the message behind the ad is two-fold. By highlighting the lost opportunity to witness your child’s first steps, it illustrates an immediate benefit of E-Lites: they can be smoked almost anywhere without the socially unacceptable side effects including passive smoking, the company claims. However, the underlying message is more hard hitting, E-Lites said. The advertisement suggests if smokers continue to smoke traditional cigarettes they are putting their lives at risk, potentially missing future milestone achievements of their child.

E-Lites marketing director, Trevor Field, said: “E-Lites is always seeking to be at the forefront of key industry developments. The production of this TV ad is not only a major step forward for the brand but in fact the whole category and seeks to help consumers understand the product and its benefits. We believe it is the first time since August 1965 that an advertisement by a cigarette brand related to smoking nicotine has been seen on TV in the UK. The E-Lites’ advert showcases the concept of smoking reinvented – a modern, healthier alternative to smoking tobacco. 

“We understand the implications of this and anticipate a reaction, as the market leading e-cigarette brand we take our responsibilities seriously. We appreciate it is better to quit smoking altogether but there are millions of smokers out there who are unwilling or unable to quit. E-Lites offer a harm reduction alternative and we know we can give smokers a healthier and cheaper option to tobacco cigarettes.

“There are over 10m smokers in the UK, and although many of these will want to quit their habit completely, there are some who simply can’t or don’t want to stop but want a healthier alternative and this is exactly what E-Lites offer.  

“E-Lites has reinvented smoking to be healthier, more socially accepted and more cost effective than tobacco cigarettes and the TV ad is a great way to communicate that message.”

Established in 2007 and led by group CEO Adrian Everett, E-Lites claims to have transformed the electronic cigarette market, creating a product that offers the most authentic look, taste and feel of a traditional cigarette but free of tobacco, tar and carbon monoxide.

Made using the latest technology, E-Lites’ patented design is claimed to offer a unique smoking experience. Containing a nicotine solution which users inhale as a vapour, E-Lites recreate the sensation of a traditional cigarette without the smell, smoke, legal restrictions or impact on passive smokers.