WORK

Blu - Never look back

BLU

NEVER LOOK BACK

RISK

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.

RETHINK

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.

RESULTS

The campaign delivered the highest prompted brand awareness in the category – at 48.5%. And unprompted awareness – at 20%.

Blu advert examples