Cigarette giant looks for ad agency

British American Tobacco is looking for an advertising agency to handle a campaign to support the launch of its Vype electronic cigarette next year.

E-cigarettes: more competition
E-cigarettes: more competition

It is thought that Oystercatchers will oversee the review, which is still at an early stage. A spokesman from Oystercatchers would not comment.

The market for e-cigarettes is becoming increasingly competitive. In January, SKYCIG launched the UK’s first e-cigarette TV ad, which was devised by the creative agency Povey Sindall Media.

E-cigarettes cannot be marketed as a smoking-cessation tool but as a replacement for nicotine. They work by delivering nicotine in the form of a water vapour.

According to SKYCIG, there are an estimated 600,000 e-cigarette users in the UK and the market is predicted to be worth £250 million by 2014.