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/Vype Agency: 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, gr