As part of a competitive multi-way pitch process, Cake was selected alongside PR company W Communications, which has taken on the PR brief that includes consumer, retail and B2B. Both companies will work with creative agency Brothers and Sisters to support the brand’s recently announced major branding and advertising campaign.
The campaign will look to implement a change of direction for Skycig towards becoming an alternative and positive lifestyle choice for adult smokers.
Cake will be responsible for establishing SkyCig as a credible lifestyle brand within the music arena via a year-long programme of partnerships, sampling and experiential activations.
Jim Dowling, managing partner at Cake, said: "This is a great opportunity and it will be an exciting year for all of us. Skycig has assembled a great agency team with ourselves, W and Brothers and Sisters.
"For Cake, our programme plays to a real sweet spot for us: landing the brand in cultural spaces, among influencers and through partnerships. We are really looking forward to it, and are honoured to be given the opportunity."
Jacob Fuller, chief executive and founder of Skycig, added: "We have some big plans for 2014 and are excited to be working with both W and Cake, each of which presented us with a number of fresh ideas and are ideally placed to help us drive awareness of the brand’s new direction, and the category as a whole."
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