Vaping brand Vivid Vapours is investing £4m advertising campaign to drive awareness of its new vaping technology.

It follows the brand’s £3m line extension of the Vivid E-liquid Capsule Vaping product in July.

The multi-media campaign will run throughout December, reaching an estimated 38,000,000 UK consumers.

The advertising focuses on the impact of technology on people’s lives and promotes the hashtag #NEVERLOOKBACK.

TV advertisements will run across ITV1, ITV2, Channel 4, Channel 5, E4, as well as several Sky platforms including Sky Entertainment, Sky Movies, Sky Sports and Sky Living. Additional highlight spots will feature during Coronation Street and Christmas Specials.

These will be complemented by 1,692 outdoor touch points involving billboards and bus sites which have been secured in in key high impact locations throughout the UK.

A £500,000 spend on digital advertising and page takeovers will also drive the message home on-line with an estimated 140m impressions.

Nicocigs managing director, Nikhil Nathwani, said: “We are committed to the growth of the brand by consistently investing in the Vivid technology and marketing. The launch of this high profile, heavy-weight nationwide four week campaign will give a significant boost to the brand’s awareness among our target market of 25-39 year old vapers and current smokers.

“We are confident that this record-breaking spend will drive Vivid sales in December and into 2016 and we urge the trade to stock up to meet demand.”