Vivid Vapours has announced a £4m investment in an advertising campaign to drive awareness of the brand’s new vaping technology.

The multi-media advertising runs for the whole of December and comprises TV, digital and outdoor.

Nicocigs managing director Nikhil Nathwani says: “We are committed to the growth of the brand by consistently investing in the Vivid technology and marketing. The launch of this high-profile, heavyweight nationwide four-week campaign will give a significant boost to the brand’s awareness among our target market of 25-39 year old vapers and current smokers.

“We are confident that this record- breaking spend will drive Vivid sales in December and into 2016 and we urge the trade to stock up to meet demand.”

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