Nicocigs, now part of Philip Morris International, is investing significantly in its new Vivid E-liquid Capsule Vaping product with a £3m spend to drive trade and consumer awareness.

Marketing support will include point of sale units, in-store promotions and starter kit discount vouchers. Vivid will also be the subject of a through-the-line campaign, including sampling at festivals and events as well as PR support.

“We know that people want a vaping product with better performance and improved convenience which are the key benefits of the new Vivid,” says Nicocigs managing director Nikhil Nathwani.

“The result is a system that gives you more vapour by using next generation technology, a convenient no-spill capsule delivery and a premium range of flavours so your vaping experience is more Vivid.”

The brand has a unique proprietary design with an enhanced single coil that produces greater vapour. Its click and connect technology means that only Vivid E-liquid capsules are compatible and no filling is required which eliminates any risk of leaking.

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