The IPA Effectiveness Awards 2018 Winner: Vype | BRONZE
- Published on Oct 10, 2018
- This is the tale of two marketing models.
The expansion of vaping brand Vype was hit by regulatory changes and negative media coverage of its catgory. To re-start growth, the brand had to become more associated with trust and quality, whilst adding 20,000 customers. Strategy evolved from using bursts of media to build reach to always-on exposure of consumers to trust and quality messages over multiple channels.
Agency: J. Walter Thompson