E-cigarette brand multiCIG, operated by Midlands based fuel-linked distribution group, DSL, has appointed brand agency Champions (UK) plc to handle all brand communications.
Exclusive distributors of premium e-cigarette brand multiCIG, DSL are aware of the need for clear communication to consumers and trade, to firstly, explain the product, and secondly, deliver a trusted brand. Coming from a heavy distribution background, the company quickly learned the need for effective brand communication, and after an integrated pitch, Champions (UK) plc has been assigned to aid multiCIG in developing and communicating their brand in 2013/2014.
The e-cigarette market has been expanding at an alarming rate with an estimated 1.3 million Britons now swapping from smoking to ‘vaping’. However, many consumers are unsure of the industry, as well as the multitude of brands now on offer.
Business Development Director of multiCIG, Christian Mulcahy commented: “E-cigarettes are very quickly gaining popularity which is great news for anyone interested in switching from traditional cigarettes, but as additional brands come to the market, new users, and even existing ‘vapers’, can find it tough to know which brand to use.
We need to provide consumers with more information on what e-cigarettes are and the benefits of using them. That’s where the need for clear brand communications through marketing and PR becomes evident. This is why we have appointed brand agency, Champions (UK) plc to help deliver our integral brand campaigns.”
Managing Director of Champions (UK) plc, Matthew Hayes, says of the recent client win, ‘We’re delighted to be working with DSL as they launch the multiCIG premium product range into this market. We’ve been bought on board to boost both trade and consumer recognition of multiCIG’s range, as well as streamline their brand and brand communications, to ensure alignment and standout in this rapidly expanding industry.”
Social media activity by the brand was re-invigorated this September, with an engaging ‘Stoptober’ competition as well as an ongoing informative campaign designed to help assist traditional smokers in their transition into vaping.
Champions (UK) plc will be implementing creative branding, as well as holistic marketing and PR campaigns into 2014.
