Mischa Barton Becomes Face of Electronic Cigarettes International Group’s VAPESTICK® Brand

  Mischa Barton Becomes Face of Electronic Cigarettes International Group’s

  *VAPESTICK^® brand embarks on experiential tour across the UK
  *Endorsement and marketing effort to reach millions of smokers and current
    vapers throughout the UK

Business Wire

SPRING LAKE, Mich. -- August 12, 2014

Electronic Cigarettes International Group (formerly Victory) (OTCQB: ECIG),
today announced that it’s UK subsidiary, VAPESTICK® has expanded its latest
marketing campaign with the addition of U.S. actress and model Mischa Barton,
who will be heading the VAPESTICK® Style Icon campaign. The holistic marketing
effort and endorsement campaign places Mischa as the head judge of a
nationwide campaign to find the UK's most stylish e-cig 'vaper' who will win
the opportunity to become the face of VAPESTICK® in a future advertising

The new campaign is set to engage directly with more than a quarter million
adult smokers throughout the rest of 2014, and reach an audience of millions
through editorial amplification via news, lifestyle and out-of-home media.
VAPESTICK® launched a highly successful “Smoking is so last season”
comprehensive advertising campaign earlier in the year and the new “style
icon” effort builds on the earlier programming solidifying its affiliation
with the world of fashion.

The experiential campaign will visit some of the country's most high-profile
events and music festivals including Bestival and Clothes Show Live, where
Mischa and her team of experts will be searching for the next face of
VAPESTICK®. The team of judges are looking for creative individuals with the
edge when it comes to confidence and style using a VAPESTICK® in front of the

The campaign is launching to UK national media with a creative photo-shoot
using stylized fashion images of Mischa Barton. The edgy photo-shoot was
curated to celebrate the futuristic undertones of the e-cigarette industry and
showcase VAPESTICK®’s stylish product range. Promotional activity will be
executed around every event so as to maximize the campaign's reach.

The VAPESTICK® Style Icon tour will also be heading to Strawberry Fields and
Fusion Festival, and for those who can't make it to the events, fashionistas
can enter by uploading their photo via a newly-created website at
www.VapestickIcon.co.uk. Once the image goes live on the website, potential
Style Icons can share it with their friends and family. Two finalists from
each event will be selected, as well as two finalists from all the online
entries. The Style Icon finalists will then be judged by Mischa and her panel
of experts to choose the winning two VAPESTICK® Style Icons.

Michael Clapper, President-International at Electronic Cigarettes
International Group and co-founder of VAPESTICK® said, “We pride ourselves on
the designs of VAPESTICK® products, as they are some of the most stylish
e-cigarettes on the market. As such we’ve launched a campaign here that
reflects the VAPESTICK® brand’s commitment to design and fashion, whilst also
communicating product credibility at main events for our key demographic of
vapers and future vapers.

“Mischa is the perfect appointment for our head judge and we feel she will
ensure this campaign connects with millions of adult smokers through both the
experiential activity, as well as string editorial content and placement.”

Mischa commented on her VAPESTICK® role, “I'm really excited to be hitting the
road to find the UK's best faces for VAPESTICK®'s Style Icon campaign. One of
my favorite things about the UK has always been the sense of style you guys
have here and it's exciting to see British street style now trickling up to
the catwalk. I had an amazing time at the vape shoot and I can't wait to find
the most stylish people out there to take my place in front of the lens for

The coveted prizes include a starring role in VAPESTICK®'s next national
advertising campaign and the ultimate supermodel treatment with a VIP trip to
London, including a stay in a top hotel, a shopping spree worth £2,000, and a
once in a lifetime photo-shoot with a top fashion photographer.

About The Electronic Cigarettes International Group, Ltd. (ECIG)

The Electronic Cigarettes International Group (ECIG) is dedicated to providing
a compelling alternative for current smokers, relative to traditional
cigarettes. ECIG is one of the fastest growing independent electronic
cigarette companies in the world, and owns the trademarks VAPESTICK®, FIN®,
Victory®, VIP®, and others. The Company owns multiple subsidiary companies and
has operations in North America, Latin America, Western Europe, and Asia. ECIG
offers consumers a full product portfolio that incorporates the highest
quality and latest technology, and has been rated as superior in real tobacco
taste amongst major brands. The Company’s website is www.ecig.co.

Safe Harbor Disclosure

This press release contains forward-looking statements that are made pursuant
to the safe harbor provisions of the Private Securities Litigation Reform Act
of 1995,within the meaning of Section 27A of the Securities Act of 1933, as
amended, and Section 21E of the Securities Exchange Act of 1934, as amended.
Forward-looking statements are any statement reflecting management's current
expectations regarding future results of operations, economic performance,
financial condition and achievements of ECIG, including statements regarding
ECIG’s expectation to see continued growth. The forward-looking statements are
based on the assumption that operating performance and results will continue
to materialize consistent with recent trends. Management believes these
assumptions to be reasonable but there is no assurance that they will prove to
be accurate. Forward-looking statements, specifically those concerning future
performance are subject to certain risks and uncertainties, and actual results
may differ materially. These risks and uncertainties include: ECIG’s reliance
on additional financing, ECIG’s profitability and financial health, risks
associated with ECIG’s products, including that they may pose a health risk;
governmental regulations may impact Victory’s business; the market or
consumers may not accept ECIG’s products; ECIG relies on a single class of
products; existing or pending patents may affect ECIG’s business; and other
factors disclosed in the Company's filings with the Securities and Exchange
Commission. Unless required by applicable law, ECIG undertakes no obligation
to update or revise any forward-looking statements.


Joan Lauer, 616-384-3496
Manger, Investor Relations
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