Electronic fags firm aims to ‘kick butt’ with nationwide ad campaign

ELECTRONIC cigarettes company Nicolites is aiming to grab a larger share of a rapidly growing market with the launch of a huge new nationwide advertising campaign.

Nicolites, which has grown from a small start-up company to a business with a turnover of £30m in just four years, will be advertising high profile billboards this month and hopes to see sales increase substantially.

The Birmingham-based company has timed its campaign to coincide with the successful completion of major investments in its infrastructure and its national distribution network. Nicolites has just moved its 65-strong workforce to a new 10,000 sq ft head office and distribution centre in Birmingham.

Nicolites managing director Nikhil Nathwani said: “We have worked hard to develop a fantastic distribution network right across the UK. We’ve also invested heavily in our range of e-cigarette products and our infrastructure.

“We feel we have reached the point where we are ready to really make a massive impact on the electronic cigarettes market and we will be promoting our brand and our products with an extensive billboard marketing campaign.

“We have identified hundreds of advertising sites across the country, with many located here in the Midlands, in an effort to take our message to the smoking population that there is a fantastic alternative to tobacco products.”

E-cigarettes are designed to look and feel like real cigarettes, but are battery-powered products containing liquid nicotine, which is inhaled as a vapour. They contain no tobacco, no tar, and do not burn like traditional cigarettes.

Nicolites estimates that since January it has replaced up to 200 million traditional cigarettes with its electronic alternative.