VUSE Indonesia: Unleash greatness

Vape brand VUSE defined its target audience and then highlighted its differentiating benefits for its successful launch in Indonesia.

Campaign details

Brand: British American Tobacco (BAT) IndonesiaAgency: EssenceMediacom IndonesiaRegion: APAC

Strategy

Objective

Challenge 1

Overcome the awareness gap: Indonesian vapers used to care only about flavour novelty. They have no awareness of the importance of liquid quality. Because until VUSE was launched, no brand educated consumers about this essential quality component.

Challenge 2

Find the right cultural lever capable of attracting vapers' attention – as this was essential to starting the conversation around the importance of vape liquid quality.

Challenge 3

Indonesia is a massive market. With an estimated 6.6 million vaper interactors. And...

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Insights Team
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