Hasta La Creative!

British American Tobacco, whose cigarette brands include Kent, Dunhill, Lucky Strike and Pall Mall, is spending millions on its British e-cigarette brand, Vype, with a mainstream TV, print and digital campaign ahead of an international roll-out for the brand.

Vype will be the first e-cigarette to run a multi-million pound campaign starting this week on the U.K.’s biggest commercial channels, including ITV and Channel 4, spearheaded by a glossy 30-second spot from Iris Worldwide.

“The category is screaming out for a brand,” according to Nigel Hardy, head of Nicoventures U.K. and Ireland, part of the BAT group. “Most shoppers just ask for an e-cigarette we want to create a brand that is modern, energetic and creative and stands out from the crowd. There hasn’t been true innovation in tobacco for decades; consumers are looking for a smarter, better choice.”

Continue reading at AdAge.com