EDINBURGH, Scotland, April 23, 2014 /PRNewswire/ --

Industry Innovators Champion Responsible Marketing with New Creative 

JAC Vapour, the UK's leading high quality e-cigarette brand, has announced the launch of its first major advertising campaign, which will be rolled out across London and Edinburgh over the next 2 months.

     (Photo: http://photos.prnewswire.com/prnh/20140423/683410 )

The innovative campaign will position the brand's e-cigarettes as high quality gadgets and avoid glamorising their use through lifestyle imagery, which has traditionally been used across the industry to date.

The campaign will incorporate a mix of digital and outdoor advertising, which will feature 6 sheets, taxis and health screens in GP surgeries and pharmacies.

The creative, which was produced by Edinburgh agencies Firefly and Troyka and booked by Spirit Media, shines a spotlight on the brand's e-cigarettes, which are amongst the most advanced and best-looking on the market.

Set on a white background, the eye-catching adverts feature striking images of JAC Vapour e-cigarettes in a bid to let their premium, high quality products do the talking. Featuring the brand's signature navy, white and red colours, the modern, minimalistic adverts also aim to communicate JAC Vapour's commitment to industry innovation, featuring product shots of their first and second generation e-cigarettes with slogans that reference their evolution - such as 'Because habits evolve' and 'Full steam ahead.'

The campaign, which was designed to target both adult smokers and existing e-cigarette users responsibly, will launch ahead of an anticipated clampdown across the industry, which could see e-cigarettes brands governed by new rules surrounding the promotion of their products.

Emma Logan, Co Founder of JAC Vapour comments:  

"E-cigarettes are not a tobacco product therefore should not be marketed as such. When smokers switch to vaping they quickly understand that e-cigarettes are pieces of technology. And like other gadgets, users should be primarily concerned with quality, performance and reliability - which are attributes that are embodied in our brand.  

Our campaign was created to reflect the premium and stylish nature of our products and highlight that JAC Vapour is a One Stop Shop for both e-cigarette beginners and experienced vapers alike." 

Once considered a passing fad, an estimated 1.3 million people in the UK now use e-cigarettes and the number is rapidly rising. Designed to offer smokers a healthier alternative to traditional cigarettes, the electronic delivery devices give smokers the ritualistic simulation of smoking, without producing any of the harmful second-hand properties that are in tobacco. Although e-cigarettes contain nicotine, research has shown that its second-hand properties are minimal and although it can be absorbed from second-hand vapour it is too small an amount to cause an addiction.

Founded in 2010, Edinburgh-based JAC Vapour produce the simplest, best-looking and most advanced high quality e-cigarettes on the market. The team's commitment to developing new high performance products to suit e-cigarette users' fast-changing needs has cemented their reputation as a trusted brand across the wider vaping community. In March this year the brand launched Clear Steam - a revolutionary e-liquid that emits no visible vapour when exhaled, it is the only product of its kind on the market that has been developed by a mainstream brand.

Notes to Editors 

Edinburgh-based, JAC Vapour was formed in 2010 to meet the growing demand for electronic cigarettes in the UK. It is now established as one of the foremost high quality e-cigarette producers and a market-leader in terms of quality, technology and industry innovation.

The company was founded by Andy and Emma Logan, who managed to kick a longstanding smoking habit after discovering e-cigarettes on a trip to the US. Their success and a strong personal belief in the benefits of e-cigarettes as a safer alternative to smoking, is at the core of the company ethos today.

For further information visit: http://www.jacvapour.com  

SOURCE JAC Vapour