Blu has appointed MSQ Partners and Fold7-backed brand experience agency Hyperactive to work on the campaign following a competitive pitch process.
Aimed at customers aged 25 and over, the upcoming natonal campaign will aim to promote Blu as a better alternative than its rivals in the growing and increasingly competitive ecigarette market.
The activity will involve outdoor ads, pop-up stores, events, brand ambassadors and sampling teams.
The national campaign will also be supported with strategic partnerships with events and rights holders to further showcase and trial the new device.
MyBlu uses liquid pods instead of refill cartridges that are common to vaping devices, which is supposed to make the product perform better.
Imperial Tobacco, the British multinational cigarette maker, bought out the Austrian vape-product manufacturer Von Erl earlier this year, giving it ownership of the MyBlu brand through its subsidiary Fontem Ventures.
Pete Blackman, marketing manager for Blu, said: “We needed an agency solution that could deliver an ambitious yet intricate integrated launch campaign for us.
“MSQ Partners showed us smart consumer insight coupled with creative and effective use of all of our media channels, and together with Hyperactive we have found the right mix of skills to launch Myblu.”