Vype: Keeping it simple

This case study describes how Vype, a new vaping brand in the UK, developed its own marketing message away from the category norm to achieve a return of 322% on advertising spend.

Vype: Keeping it simple

Principal author: Malky Brown, J. Walter ThompsonContributing author: Nicola Spyropoulou, J. Walter Thompson

Introduction

The temptation when launching a new brand, especially a new brand in an evolving emerging category, is to learn and build from the 'best practice' of the brands already present. Fit in and everyone benefits from category momentum.

But all vaping brands were acting like brands from the heritage cigarette category, portraying vaping as a lifestyle accessory for twenty something trendsetters in urban settings.

For Vype, following this approach led not to acceptance but anonymity, as the market...

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