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

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