Skycig calls in W and Cake to help with brand shift

Skycig has appointed W and Cake as the e-cigarette brand repositions itself as a positive lifestyle choice for smokers.

Skycig: now working with W and Cake
Skycig: now working with W and Cake

Following a pitch, W has taken on the wide-ranging PR brief, including consumer, retail and b2b PR, while Cake has been appointed to handle the experiential account, including key brand activation activity.

The two agencies will work alongside creative agency Brothers and Sisters to support Skycig’s recently announced major branding and advertising campaign.

Both agencies will begin work with Skycig, which had previously used PHA Media, with a focus on positioning the brand as an alternative and positive lifestyle choice for adult smokers.

W founder Warren Johnson said: "This is an exciting and incredibly hot category right now, with lots of companies moving into the market and enormous growth. But from a communications point of view it is completely unchartered territory. We will see a raft of diverse, competing strategies as these brands explore the best ways to connect with consumers, focusing on passion points stretching from sport to fashion."

Cake managing partner Jim Dowling said: "For Cake, our programme plays to a real sweet spot for us: landing the brand in music, among influencers and through partnerships."

Discussing the pitch previously with PRWeek, Skycig PR manager Lyndsey Wilson revealed the repositioning had been partly prompted by the brand being purchased by US tobacco player Lorillard for £30m last autumn. 

The investment comes amid growing scrutiny of the health implication of e-cigarettes and estimates that the market, now thought to be worth £2.7bn, could grow to £6bn by 2017. 

Skycig is the latest in a number of e-cigarette brands to hire PR support, with E-cigarette brand Socialites calling in PHA Media earlier this month and Vapestick hiring Frank in February

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