LONDON—7stripe has hired Hudson Sandler to raise brand awareness, amid continued controversy over the marketing of e-cigarettes.
The agency is charged with promoting the 7stripe brand in digital and social media channels, ahead of the e-cigarette company’s product launch in December.
The assignment comes as e-cigarette advertising debuts on UK TV, despite concerns from medical experts.
In addition to handling the 7stripe press office, the Hudson Sandler team will also assist in the production, co-ordination and deployment of a series of online viral videos aimed at generating additional publicity.
"We aim to provide an alternative for smokers who want to move away from tobacco without compromising on flavour, and our communications strategy will help us to get that message to our audience,” said Mark Smith, MD at 7stripe owner Mulbridge.
Hudson Sandler head of digital Lance Concannon added that the campaign would look to position 7stripe as a "quality alternative to the current brands in the market.”