In the six weeks up until the new e-cigarette advertising restrictions come into effect, Blu is driving sales with a multi-million-pound campaign.

The ‘Just you & Blu’ campaign includes 30-, 60-, and 90-second films about five different people and their connection to the Blu brand.

The brand will be promoted with TV, print and outdoor advertising, as well as digital activity. Blu will also be advertised on 50 Palmer and Harvey lorries from April 18.

Under the new EUTPD II regulations, e-cigarette brands will be banned from advertising from May 20.