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E-cigarette maker signs Mischa Barton for campaign
Actress Mischa Barton will be touring the U.K. countryside to find the next face of “vaping” for a maker of e-cigarettes.
Electronic Cigarettes International Group in Spring Lake, or ECIG, said last week that its U.K. subsidiary Vapestick is expanding its marketing with U.S. actress and model Mischa Barton, who will be the head judge of its Style Icon competition.
The Vapestick Style Icon campaign is a nationwide competition throughout the U.K. The prizes include a starring role in a national advertising campaign and a "VIP trip to London," including a stay in a hotel, a shopping spree worth and a photo shoot with a fashion photographer.
With Barton leading the competition, the campaign will stop at events and music festivals to search for "creative individuals with the edge, when it comes to confidence and style using a Vapestick in front of the camera."
Those who are unable to attend the events have the opportunity to upload their photo promoting “futuristic undertones,” which is supported by the release of Barton’s Style Icon photo shoot.
With two finalists from each event and two finalists from online entries, Barton and a panel of judges will choose the two winners.
“It’s exciting to see British street style now trickling up to the catwalk,” Barton said. “I had an amazing time at the vape shoot, and I can’t wait to find the most stylish people out there to take my place in front of the lens for Vapestick.”
Michael Clapper, president of international at ECIG and co-founder of Vapestick, said the campaign reflects the brand’s commitment to design and fashion, and the marketing effort will communicate product credibility at events among its key demographics.
“We pride ourselves on the designs of Vapestick products,” Clapper said. “Mischa is the perfect appointment for our head judge, and we feel she will ensure this campaign connects with millions of adult smokers through both the experiential activity, as well as string editorial content and placement.”
The campaign is anticipated to engage with more than 250,000 adult smokers directly throughout the rest of the year and reach a broader audience indirectly as the campaign progresses.