Following its launch in August, Vivid is supporting its E-Liquid Capsule Vaping product with a £4m marketing campaign.

The Vivid e-cigarettes #NeverLookBack campaign includes TV, outdoor and digital advertising, with the brand estimating that it will reach 38million target consumers.

The TV advertising will run on a number of TV stations including ITV1, Channel 4 and Sky TV channels. A £500,000 spend on digital advertising will lead to an estimated 140million impressions.

There are also 1,692 places that consumers will see the brand outdoors, such as billboards and bus sites.

Nikhil Nathwani, Nicocigs managing director, said the record-breaking spend will drive Vivid sales into the New Year.

“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,” he added.

E-cigarette sales grew 33% in 2014, making it the fastest-growing product category in convenience.