Top 10 e-cigarette and vaping advertisers | |||||||
---|---|---|---|---|---|---|---|
Media | TOTAL | Cinema | Outdoor | Press | Radio | TV | |
Brands | Spend (£) | Y-O-Y | % | % | % | % | % |
Vype | £1,196,882 | 4.97% | 3.30% | 96.70% | 0.00% | 0.00% | 0.00% |
blu | £520,300 | -61.44% | 0.00% | 98.50% | 1.50% | 0.00% | 0.00% |
Totally Wicked | £258,924 | -13.45% | 100.00% | 0.00% | 0.00% | 0.00% | 0.00% |
Logic | £152,391 | -55.22% | 95.10% | 0.00% | 4.90% | 0.00% | 0.00% |
E-Lites | £42,067 | -89.15% | 100.00% | 0.00% | 0.00% | 0.00% | 0.00% |
Vapouriz | £7,539 | -79.33% | 0.00% | 0.00% | 100.00% | 0.00% | 0.00% |
ma | £4,501 | - | 0.00% | 0.00% | 100.00% | 0.00% | 0.00% |
Red Cloud | £3,158 | - | 0.00% | 0.00% | 100.00% | 0.00% | 0.00% |
TOTAL (Top 10) | £2,170,564 | -38.28% | 22.40% | 76.90% | 0.70% | 0.00% | 0.00% |
Ebiquity, 1st December 2016 to 30th November 2017 |
Vype was the only e-cig and vaping brand to up its spend on advertising this year. Promotional highlights included a tie-up with rap artist Tinie Tempah to promote the launch of Vype Pebble and a stint at Imbibe Live, where it hired a mixologist.
Second biggest spender Blu dropped outlay as it focused on face-to-face marketing rather than above-the-line activity.
Totally Wicked, Logic and E-Lites spent most of their budgets on cinema. Logic's Effortless Precision ad was designed to highlight the product's 'advanced refilling system', while the Totally Wicked execution linked with the government's Stoptober campaign.
E-cigarettes value sales | ||
---|---|---|
Value (£m) | % change | |
Total category | 164.1 | -4.5% |
10 Motives | 32.9 | 3.0% |
Blu | 20.3 | -18.0% |
Logic | 18.2 | 1.6% |
Vype | 16.8 | 28.7% |
Nicolites | 14.4 | -29.2% |
Cirro | 14.2 | 19.7% |
Vivid | 10.1 | -30.2% |
MV | 8.8 | -15.0% |
OK | 5.6 | 4.2% |
Liberty Flights | 4.5 | 52.4% |
Nielsen