Vype: Keeping it simple
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...