NEVER LOOK BACK
Vaping is still in its relative infancy with lots of independents and a few big players. blu want to be market leader, which means building their brand fast.
The risk? Millions can be wasted if you don’t balance building awareness with product trial in a new category.
We devised a strategy that worked from city-to-city – announcing blu’s arrival with OOH posters, then directing smokers to brand ambassador activity, pop-up shops and sampling events.
The campaign delivered the highest prompted brand awareness in the category – at 48.5%. And unprompted awareness – at 20%.