Nicolites – the UK’s favourite electronic cigarettes – has been investing in a month-long nationwide advertising and marketing campaign to encourage smokers to switch from traditional tobacco cigarettes to e-cigs.
The company is confidently predicting that its massive ‘Swaptober’ campaign – costing just under a million pounds – will lead to an enormous surge in sales of Nicolites for independent retailers right across the UK.
Eye-catching ‘Nicolites Kicks Butt’ adverts featured on more than 1,000 billboards including the biggest in Europe, alongside the M6 motorway, and in all major towns and cities.
Nicolites also took over massive advertising space at Euston train station in London, where tens of thousands of passengers each day saw the ‘Kicks Butt’ campaign. There was also an advertising domination of Waterloo Station, with 21 Nicolites billboards flooding the area.
Further advertising included buses, wrapped taxis, all supported with an eight-week national radio campaign.
Managing Director Nikhil Nathwani said: “The size of this campaign is unprecedented and has introduced the name Nicolites to millions of people. We have been advising all retailers to stock up with Nicolites products to take advantage of what we confidently expect to be an enormous spike in interest in electronic cigarettes during this campaign.
“Our own Swaptober campaign coincided with the Government’s Stoptober campaign and we anticipated that tens of thousands of smokers considered swapping to e-cigarettes rather than stopping completely – hence our message ‘Can’t Stop? Just Swap’.”
Euston train station featured Nicolites branding for the entire month, while a series of marketing initiatives and promotions were also launched across the UK.
E-cigarettes contain no tobacco and do not burn, and do not expose users to tar and other carcinogens found in normal cigarettes. Established in late 2007, Nicolites has grown into a multi-million pound company with international distribution networks.