Vype quality: A tale of two marketing models

IPA Effectiveness Awards Case Study 2018

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. Touchpoints included pharmacies, editorial partnerships, blogs, and email. Brand metrics exceeded targets and over 33,000 net new customer additions were reported. Market share grew and Vype’s retail sales increased by 18.6% in a declining sector. Short-term profit ROI was estimated at £1.04 for every £1 invested.

"This campaign has shown us how an agile marketing and communications strategy can help maintain brand relevance in the face of challenges, and has reinforced the importance of staying true to the values of your brand in order to build deeper connections with consumers." Elly Criticou, Vapour Category Director, Vype

Elly Criticou, Category Director - Vapour
British American Tobacco