Skycig, the electronic-cigarette brand, has appointed Brothers and Sisters to handle a £20 million branding and advertising blitz.
The agency will work with Skycig to develop its brand identity and produce a national advertising campaign, which is expected to run across TV, digital, outdoor, press and cinema.
The partnership represents the first major step in Skycig’s plans to triple its financial investment in advertising, in order to improve the visibility and understanding of both the brand and the e-cigarette category.
Skycig’s founder and chief executive, Jacob Fuller, said of Brothers and Sisters: "They seem like-minded in the way they work and agile in their ability to move things forward, which is a key attribute in the fast-growing e-cigarette industry."
In January 2013, Skycig launched the UK’s first e-cigarette ad, created by Povey Sindall Media. But the ad, as well as others from its rivals E-Lites, 5 Colors and Ten Motives, fell foul of the Advertising Standards Authority for misleading consumers.
Skycig, which is on the hunt for a PR agency, was bought by Lorillard for £30 million in October last year.
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