British American Tobacco, Vype
2017
British American Tobacco e-cig brand Vype is a new player in a rapidly evolving market characterized by products differentiated by technical capabilities.

Envisioning a new brand experience

For the global launch of Pebble, a new e-cig with a revolutionary design, BAT asked CBA Take Studio to envision a brand experience that emphasized enjoyment and simplicity over specs.

From pragmatism to enjoyment

The main challenge was to revitalize the codes and the experience of the electronic cigarette category in a market that is characterized by low value and price driven competition. CBA Take Studio worked with BAT internal team to envision and validate a new value proposition that would allow the manufacturing company to establish a direct relationship with its customers. The result is a joined physical and digital experience, delivered across multiple channels to educate customers and effectively communicate Vype’s brand purpose.

Understanding people’s needs to meet customers expectations

We wanted to improve the product relevancy for a larger customer base, that is less interested in the technical aspects of vaping, by understanding the motivations that drive choice in the category.

To develop a strategy that addresses changing customer behaviors, we focused on evolving shopping expectations and designed solutions to address unmet needs – not for products, but for vaping experiences.

A new retail experience to increase brand awareness

We defined a retail philosophy that lead to the design and the implementation of a flagship store for Pebble’s global launch in Milan. Physical and digital touch-points allow customers to explore the new product first with their senses, by smelling and tasting the flavors. Interactive touch screens make it easy to deepen the understanding of the design in a self-paced path of discovery. Built inside a former street art supply store, Vype’s flagship aims to be culturally relevant to mainstream customers that live and breath the urban environment.

In the first weeks since the launch the store quickly has become Pebble’s best performing retail channel increasing awareness for Vype’s brand.

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