Vype: Keeping it simple
Campaign Background & Summary
The temptation when launching a new brand, especially a new brand in an evolving emerging category, is to learn and build from the 'best practice' of the brands already present. Fit in and everyone benefits from category momentum.
But all vaping brands were acting like brands from the heritage cigarette category, portraying vaping as a lifestyle accessory for twentysomething trendsetters in urban settings. For Vype, following this approach led not to acceptance but anonymity. Despite a LINK score of 2.92 vs norm of 2.561, it only delivered a return from...