Brand: Vuse/Vype Agency: VMLY&R
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