Campaign details
Brand: VypeAdvertiser: British American TobaccoAgency: J. Walter Thompson
Introduction
After a period of strong growth up to mid-2016, the UK vaping market faced a time of change with new conditions impacting the category.
Vype, a leading vaping brand, adapted to these conditions smartly and broke new ground with an innovative communications campaign that created strong growth in both revenues and share, as well as improving brand perceptions.
Central to this campaign was a distinctive and...