Big Smoke
Information
RIOT, a leading UK vape brand, came to us to create a print campaign announcing the launch of their RIOT Connex Vape kit. Whilst the average vape provides around 500 puffs, this kit’s point of difference is holding enough liquid for 3000 puffs.
Insight
RIOT got its name thanks to its commitment to be disruptive in the vape market. It’s the only vape brand with any real personality and point of view - and it’s a riotous one. They’ve previously campaigned against the government for their stance on banning all vape products - the brand positions itself as a tool for quitting tobacco. They’re also big supporters of music and ski events, with a presence at most major summer festivals and a main sponsor of Europe’s largest ski festival, Snow Bombing.
Impact
We set out with the objective of dramatising the product benefit: the sheer volume of vape or ‘puff’ count. Our simple solution was cityscapes with buildings obscured by what at first glance appears to be blanket fog (inspired by the classic San Francisco Bay photos where the Golden Gate Bridge has disappeared into fog). However, the simple line humorously suggests this is mass blanket vape coverage due to the kit’s huge puff count.
The branding and descriptive line were deliberately subtle. So much vape marketing is brash, with bright colours and large type. An intriguing image and smart payoff line set the RIOT brand apart whilst communicating the key benefits. When the category is loud, being disruptive means being smart and showing personality that comes straight from the brand.