The Objective
Vuse set out to shake up zero‑nicotine vaping with flavours built from bold, unexpected sensations. Anchored in the proposition Surprise your senses with the truly unexpected, the range was positioned as a more satisfying, more distinct zero‑nic experience — combining flavour innovation with a disruptive sensory narrative to capture growing demand.
Creative Solution
The WOW campaign was built around the moment two benefits collide — the familiar and the unfamiliar — capturing the sensory jolt at the heart of Vuse’s new zero‑nic flavours. Each execution dramatised this clash of unexpected sensations, giving vapers a simple, powerful sense of the totally new experience on offer.
Key visuals
eComm
Social Media
