E-Lites is supporting the latest addition to its range, E-Lites Curv, with the launch of a new TV advert.
The campaign kicked off on Monday with a primetime roadblock, which saw the full length advert simultaneously take over approximately 25 channels, including ITV, Channel 4 and Sky.
The advert, which features no dialogue, aims to reflect the quality of the E-Lites brand with the message ‘A Curv Makes the Difference’. Following the initial launch, it will continue with 20 second and 30 second cuts airing for a further four weeks. The ad will also feature on video-on-demand.
As the e-cigarette category continues to evolve, Jeremy Blackburn, Head of Communications at JTI, thinks the campaign comes at the ideal time to make consumers aware of the choices available to them.
He commented: “E-Lites Curv is an e-cigarette that answers the consumer demand for quality and reassurance. After launching in convenience stores, online and in selected supermarkets and forecourts last month, the new campaign will drive awareness for E-Lites Curv.”
As well as the TV ad, the campaign will also include a six week media partnership with the Metro newspaper, billboard advertising and digital activity.
