Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
After 20 years of fighting tobacco use among youth and young adults, truth and our audience has a new enemy: vaping. Young people have been trying this risky trend without knowing what possible long terms effects they may experience. Actually no one, not even JUUL, knows the long term effects of vaping. It's almost as if Big Tobacco is running a big experiment to find out and young people are the test subjects. Formative research showed that this feeling of being manipulated and experimented on could be...