UK’s Skycig Becomes Blu Following Lorillard Acquisition

bluelectroniccigaretteMarketing campaign to accompany rebranding initiative.  

UK electronic cigarette company Skycig is rebranding as Blu eCigs in May, following the acquisition of the company by Lorillard, owner of U.S. electronic cigarette brand Blu eCigs, Design Week reported.

Skycig plans to adopt the identity of the Blu, ‘using the striking designs as well as the bold branding and marketing of blu,’ the company was quoted as saying. As part of the rebrand, Skycig noted its brand position would adopt a stronger focused on lifestyle and would be backed by a £20 million (about USD $33 million) marketing campaign.

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The UK blu eCigs product line is expected to feature the same technology as the current Skycig range with additional upgrades from the U.S. portfolio, including rechargeable kits and disposable e-cigarettes, Design Week reported.