LONDON – British American Tobacco’s British e-cigarette Vype will get a massive digital, print and television marketing push, Advertising Age reports. BAT plans to roll out the electronic cigarette internationally soon.

The advertisements include TV commercials, marking the return of cigarettes in any form to the screen in more than two decades. “The category is screaming out for a brand,” said Nigel Hardy, who heads Nicoventures U.K. and Ireland, which is under the BAT group. “Most shoppers just ask for an e-cigarette — we want to create a brand that is modern, energetic and creative and stands out from the crowd. There hasn't been true innovation in tobacco for decades; consumers are looking for a smarter, better choice.”

While traditional cigarettes are facing more and more regulations concerning branding and advertising, electronic cigarettes have not been placed under the same restrictions — so far. Britain has proposed keeping electronic cigarettes from those under age 18, while the European Union is considering stricter guidelines for the sale and use of e-cigs. Meanwhile, in the United States, Congress and state attorneys general are asking the U.S. Food and Drug Administration to regulate electronic cigarettes.

Advertising e-cigs have not been without controversy in the United Kingdom. Three ads for e-cigs were prohibited from running last fall. In the United States, Reynolds American and Lorillard have run television commercials for their e-cigarette brands, marking the first return of tobacco to American airwaves in more than 40 years.

In the United Kingdom, electronic cigarettes are stuffed with competition, with more than 100 brands in the category. Currently, Vype has distribution to 10,000 retail locations, which BAT hopes to more than double by the end of 2014.

“BAT is excited about the category and committed to making it a success. We are delighted they are showing an enlightened approach,” said Hardy, who refused to say which nations would have Vype. However, he did say that “plans are in place” to launch it internationally by the end of the year.