There's No Better
Time to Switch

Create Emotional Campaigns to Promote Vaping


Combustion smoking remains one the most lethal habits plaguing Canadians today. Vaping is a less harmful activity which helps many smokers reduce the amount they smoke, or even quit altogether. However, the regulatory environment is very restrictive when it comes to advertising in this category. 180 Smoke reached out to BTI to help guide their brand in a rapidly growing, but heavily regulated market.


BTI understood that during the holiday season, consumers wanted to help loved ones who smoked. Using this insight, BTI created the “There’s no better time to switch” campaign. By creating an emotive tone, 180 Smoke broke through the generic functional messaging typically used in this category. The creative was further optimized through imagery and voice resulting in a sympathetic, yet positive message. Executing in channels where the consumer had the opportunity to engage with the message for greater than 10 seconds was the priority. The campaign was executed on TTC subway posters, outdoor guerrilla posters and radio ads. Each ad also included a strong call to action to visit a 180 Smoke Vape Store or 180smoke.ca to receive 20% off a special holiday vape bundle.


The campaign ran just before Christmas and resulted in a spike in traffic to the 180smoke.ca website and their brick and mortar stores. Breaking through the clutter during the busiest time of year was a huge success for driving brand awareness. New government regulations were established in early 2019 and BTI has already identified new hurdles that will shape vape campaigns for the future.

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