The new range will comprise dissolvable nicotine film strips, slow/fast release lozenge and electronic cigarettes with a unique soft filter. The proprietary technology behind the edible film and lozenge encapsulation sit within a family of patented applications owned by BioProgress Technology Ltd.
Front end strategic research and name generation work identified the need to create a well defined USP in the growing electronic cigarette marketplace. The Briefing Room proposed the creation of a new category of products - Virtual Cigarettes.
The subsequent creation of the VC brand identity (now a registered trademark) spearheaded the development of range packaging, e-commerce websites for UK and US distribution with active social media feeds and a launch campaign comprising sampling, leaflets and radio commercials. The full UK launch will be rolled out following test marketing of the VC Virtual e-cigarettes range in East Anglia.
Commenting on the work of Chris Ellis and the resources harnessed via The Briefing Room, BioProgress CEO Barry Muncaster said “Chris’s role on our project team has been invaluable. The inventiveness of his brand thinking and directorship of creative work has given us the added value you hope for with external consultants but don’t always get. The Briefing Room has over-delivered in all areas as far as I am concerned and we are delighted with the results. There is no doubt that we have benefited from top class branding expertise.”
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