Electronic cigarette (e-cig) brand E-Lites is set to hit TV screens with a new campaign for its Curv range in a bid to make the most of the seasonal and New Year sales opportunity.

Launching on 26 of December, and running until 8 January, the campaign will also include press ads in national daily newspapers such as The Mirror, The Sun and Daily Star.

In the last two years the e-cig market has increased by 63%, with two million existing adult smokers now vaping according to data from JTI.

January presents a key sales opportunity for e-cigs with many smokers using the devices to try and reduce their tobacco consumption.

Around seven million people make a New Year’s resolution to improve their health, and stopping smoking is one of the most common ones according to the NHS.

E-Lites Curv is already the fastest growing rechargeable starter kit on the market according to Nielsen Market Track data. The brand features a unique oval shape and simple one-touch charging system with a 2.5 hour charge time.

Jeremy Blackburn, head of communications at JTI said: “The E-Lites Curv TV ad achieved significant cut through amongst the relevant target audience when it first aired back in August, and we expect it to have a big impact this time around.

“Retailers looking to make the most from e-cigs should take the time now to get their range right and stock up on E-Lites to become a destination shop for vapers.”

The E-Lites Curv range is available in three flavours (regular, light and menthol) and includes:

  • Full Kit (rrp £14.99)
  • Instant Use (rrp £6.99)
  • 2 x E-Tips refills (rrp £7.99)
  • USB charger (rrp £6.99)