Electronic Cigarettes International Group, or ECIG, is an over-the-counter stock with a market capitalization of $13.99 million as of Dec. 12, 2014. Photo via fb.com
An e-cigarette maker in the region is investing $20 million to market one of its brands internationally.
Victory Electronic Cigarettes Corporation in Nunica, near Grand Haven, is targeting consumers in the U.K. and west Europe with a marketing campaign focused on its Vapestick brand.
Victory Electronic Cigarettes said the goal of the campaign is to expand the brand’s awareness and loyalty with consumers in the growing U.K. e-cigarette market.
The company will use multiple communication mediums for the campaign, which will be implemented throughout the U.K. this year: in-store marketing and merchandising, television, radio, outdoor, digital, social media, experiential and event marketing.
The campaign will support “numerous” recent retail account wins with food and drug retailers across Europe.
Victory Electronic Cigarettes Corporation purchased 100 percent interest in Vapestick in January, which the company called a “successful, but under-capitalized business” in the U.K.
Since the acquisition, Vapestick has been "aggressively" expanding, earning distribution deals in the U.K., Netherlands, Portugal and Russia.
The company also owns multiple subsidiary companies and maintains operations across the globe.
Heavenly Agency, Arena Media and Frank PR will work on the Vapestick campaign.
Heavenly will oversee the creative development and execution.
Arena Media will handle the digital, social media, media planning and buying.
Frank PR will guide the brand’s experiential and event marketing and lead the brand’s public relations activities.
"All three agencies really impressed us with their grasp of this dynamic market, with a fresh and creative take on where the Vapestick brand should be headed as a market leader,” said Michael Clapper, president of international at Victory Electronic Cigarettes and co-founder of Vapestick.