Campaign details

Brand: Vype
Advertiser: British American Tobacco
Agency: J. Walter Thompson


After a period of strong growth up to mid-2016, the UK vaping market faced a time of change with new conditions impacting the category.

Vype, a leading vaping brand, adapted to these conditions smartly and broke new ground with an innovative communications campaign that created strong growth in both revenues and share, as well as improving brand perceptions.

Central to this campaign was a distinctive and efficient new marketing model that was a departure from what had come before.

This is a tale of two marketing models.

The first model featured mass media channels such as TV that successfully drove awareness and consideration. This worked well for us until 2016, when our approach had to change. So, our second marketing model from 2016 used carefully selected, targeted channels that created relevance for Vype in a new marketing environment.