UK electronic cigarette brand, SKYCIG, to rebrand as blu eCigs and plans £20m marketing campaign

New look brand

New look brand

SKYCIG, a leading UK electronic cigarette brand, has announced it will become blu eCigs from May 2014.
The new direction follows the acquisition of SKYCIG by Lorillard Inc., owner of the top-selling American electronic cigarette brand, blu eCigs.
In becoming blu eCigs, a brand with nearly a 50% retail market share in the USA, SKYCIG said it is bringing America’s largest and most successful e-cigarette brand to UK consumers. Using the striking designs as well as the bold branding and marketing of blu, SKYCIG plans to replicate the success of the brand here in the UK. As part of the rebrand, SKYCIG will also be transforming its brand positioning to have a strong focus on lifestyle, a move that will be backed by a £20m marketing campaign.
The blu eCigs UK product line will feature the same premium technology exhibited in the SKYCIG range, including a number of upgrades. The product line will include rechargeable kits, superior quality cartridge refills, disposable e-cigarettes and charging accessories. The same popular SKYCIG flavours will also be available under the blu brand, including: Classic Tobacco, Tobacco Gold, Rich Tobacco, Menthol, Vanilla, Cherry, Cinnamon, and NRG.
Jacob Fuller, CEO & founder, SKYCIG, said: “We are extremely excited and proud to be bringing the largest e-cigarette brand in the world to the UK – it is a fantastic product, with a bold look that offers an alternative and positive lifestyle choice for adult smokers. As the brand blu we will stand for pride, bringing e-cigarette users back into the social fold in a society where smokers have been marginalised for a long time. The UK product range will be supported with a bespoke advertising and marketing campaign that will stand out in the category.”
The blu eCigs product design and packaging will be exhibited at the National Convenience Show from 24–26 March 2014 at stand D110. Further product and marketing details will be announced in due course.