CHALLENGE

BAT seeks to introduce and popularise a new Vype subscription service aimed at enhancing convenience and personalisation for adult vapers. The service must appeal to current Vype users and smokers considering switching, providing a seamless, flexible solution that eliminates the need for frequent shopping while fitting into diverse lifestyles. The challenge is communicating the service's benefits effectively, overcoming potential user apprehension about commitment or product relevance.

INSIGHT

Vapers and smokers value autonomy, ease, and the option for tailored experiences, but many are unfamiliar with subscription models for vaping products or hesitant to commit. The convenience of a subscription with customisable options—like flexible delivery, discounts, and open/closed systems—offers a compelling alternative to conventional purchases. Highlighting the control, flexibility, and simplicity of the subscription can position Vype as a convenient lifestyle choice, freeing users from everyday hassles.

SOLUTION

Position Vype’s subscription as a service that empowers users to take control of their vaping experience—“Flow Your Way.” The campaign will leverage themes of flexibility, customisation, and autonomy, emphasising that subscribers can tailor delivery, adjust frequency, switch flavours, and pause or cancel anytime. This message, delivered through pre-launch teasers, personalised social content, testimonials, and an easy onboarding process, will drive awareness and create an intuitive understanding of Vype's unique offerings.