Vuse/Vype: Charge Beyond - Because modern brands are built in culture, not ad breaks

Vuse/Vyper, an international vape brand, launched a global campaign to build brand awareness and help the creative class on their journey to becoming a better creative.

Campaign details

Brand: Vuse/VypeAgency: VMLY&R

Summary

Vapes should be to cigarettes what Tesla is to cars. But by 2019 the vape market was a tangled mess of ill-thought-out strategies.

We knew there was opportunity to build a pacesetting brand in this sector, but needed a way in. The key to unlocking the brand code came when we looked above the traditional consumer segmentation, identified the common needs and behaviours of new, growth segments and, critically, found those segments in the real world, in the shape of the Creative Class.

The relaunch of Vuse demonstrates the value of...

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