BLU eCigs UK has recruited model and DJ Zara Martin as the face of its new campaign, Taste the Summer.
The initiative forms part of a marketing investment of nearly £1m, involving PR, sampling and outdoor advertising.
James Dodkin, marketing director at Blu, said: “We’re thrilled to be working alongside Zara for our latest campaign as her fashion credentials and style fit within the brand perfectly.
“On top of our work with Zara, it is great to be back on the road with our Blu mobile vape bar as part of our Taste the Summer campaign. Once consumers have sampled our taste we’re sure they’ll be seeking out the range, so I’d recommend that retailers get stocked up now.”