SPRING LAKE, Mich.--(BUSINESS WIRE)--Electronic Cigarettes International Group (formerly Victory) (OTCQB: ECIG), today announced that it’s UK subsidiary, VAPESTICK® has expanded its latest marketing campaign with the addition of U.S. actress and model Mischa Barton, who will be heading the VAPESTICK® Style Icon campaign. The holistic marketing effort and endorsement campaign places Mischa as the head judge of a nationwide campaign to find the UK's most stylish e-cig 'vaper' who will win the opportunity to become the face of VAPESTICK® in a future advertising campaign.
The new campaign is set to engage directly with more than a quarter million adult smokers throughout the rest of 2014, and reach an audience of millions through editorial amplification via news, lifestyle and out-of-home media. VAPESTICK® launched a highly successful “Smoking is so last season” comprehensive advertising campaign earlier in the year and the new “style icon” effort builds on the earlier programming solidifying its affiliation with the world of fashion.
The experiential campaign will visit some of the country's most high-profile events and music festivals including Bestival and Clothes Show Live, where Mischa and her team of experts will be searching for the next face of VAPESTICK®. The team of judges are looking for creative individuals with the edge when it comes to confidence and style using a VAPESTICK® in front of the camera.
The campaign is launching to UK national media with a creative photo-shoot using stylized fashion images of Mischa Barton. The edgy photo-shoot was curated to celebrate the futuristic undertones of the e-cigarette industry and showcase VAPESTICK®’s stylish product range. Promotional activity will be executed around every event so as to maximize the campaign's reach.
The VAPESTICK® Style Icon tour will also be heading to Strawberry Fields and Fusion Festival, and for those who can't make it to the events, fashionistas can enter by uploading their photo via a newly-created website at www.VapestickIcon.co.uk. Once the image goes live on the website, potential Style Icons can share it with their friends and family. Two finalists from each event will be selected, as well as two finalists from all the online entries. The Style Icon finalists will then be judged by Mischa and her panel of experts to choose the winning two VAPESTICK® Style Icons.
Michael Clapper, President-International at Electronic Cigarettes International Group and co-founder of VAPESTICK® said, “We pride ourselves on the designs of VAPESTICK® products, as they are some of the most stylish e-cigarettes on the market. As such we’ve launched a campaign here that reflects the VAPESTICK® brand’s commitment to design and fashion, whilst also communicating product credibility at main events for our key demographic of vapers and future vapers.
“Mischa is the perfect appointment for our head judge and we feel she will ensure this campaign connects with millions of adult smokers through both the experiential activity, as well as string editorial content and placement.”
Mischa commented on her VAPESTICK® role, “I'm really excited to be hitting the road to find the UK's best faces for VAPESTICK®'s Style Icon campaign. One of my favorite things about the UK has always been the sense of style you guys have here and it's exciting to see British street style now trickling up to the catwalk. I had an amazing time at the vape shoot and I can't wait to find the most stylish people out there to take my place in front of the lens for VAPESTICK®!”
The coveted prizes include a starring role in VAPESTICK®'s next national advertising campaign and the ultimate supermodel treatment with a VIP trip to London, including a stay in a top hotel, a shopping spree worth £2,000, and a once in a lifetime photo-shoot with a top fashion photographer.
About The Electronic Cigarettes International Group, Ltd. (ECIG)
The Electronic Cigarettes International Group (ECIG) is dedicated to providing a compelling alternative for current smokers, relative to traditional cigarettes. ECIG is one of the fastest growing independent electronic cigarette companies in the world, and owns the trademarks VAPESTICK®, FIN®, Victory®, VIP®, and others. The Company owns multiple subsidiary companies and has operations in North America, Latin America, Western Europe, and Asia. ECIG offers consumers a full product portfolio that incorporates the highest quality and latest technology, and has been rated as superior in real tobacco taste amongst major brands. The Company’s website is www.ecig.co.
Safe Harbor Disclosure
This press release contains forward-looking statements that are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995, within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Forward-looking statements are any statement reflecting management's current expectations regarding future results of operations, economic performance, financial condition and achievements of ECIG, including statements regarding ECIG’s expectation to see continued growth. The forward-looking statements are based on the assumption that operating performance and results will continue to materialize consistent with recent trends. Management believes these assumptions to be reasonable but there is no assurance that they will prove to be accurate. Forward-looking statements, specifically those concerning future performance are subject to certain risks and uncertainties, and actual results may differ materially. These risks and uncertainties include: ECIG’s reliance on additional financing, ECIG’s profitability and financial health, risks associated with ECIG’s products, including that they may pose a health risk; governmental regulations may impact Victory’s business; the market or consumers may not accept ECIG’s products; ECIG relies on a single class of products; existing or pending patents may affect ECIG’s business; and other factors disclosed in the Company's filings with the Securities and Exchange Commission. Unless required by applicable law, ECIG undertakes no obligation to update or revise any forward-looking statements.