BRAND:
The vaping phenomenon that started during the late naughties and rose to fame, prominence and controversy in 2013, is now a multi-national heath and social engagement device grossing millions. Tobacco companies that once tried to ban them, acquired and marketed them as an alternative to smoking… oh the irony.
SHI-GAR was one of the first innovative brands to combine the middle-eastern tradition of inhaling shisha/hookah smoke with unique and mouth watering flavours. Opting to use a cigar stick to appeal to an older and more prestige demographic, the brand was definitely seen as premium to its vaping pen equivalents.
BRIEF:
Amid the uncertainty of whether or not shisha vaping sticks were safe, there lived a no mans land in which to accelerate or recoil. After generations of smoke filled lungs and medical science proving an undeniable connection between the inhalation of tobacco being related to lung cancer, the answer was simple. “Let’s establish the marketplace”, London is one of the coolest cities on the planet so lets start there.
Similar to the Ciroc Vodka brand, let’s make it synonymous with all things cool and hip. An association with an influential demographic that move trends, social media numbers, column inches and Chatty Patty’s alike.
SOLUTION:
Capital Cities are very funny places; clandestine gatherings, private members clubs, fashion shows and industry gatherings that happen right underneath the noses of everyday pedestrians. If you happen to be a part of any one of these groupings, you’ll often be one of the first to know what’s hot and what’s definitely not. Word travels pretty fast and by the time the media catch wind, the buzz is wrapped up.
This formed a part of the pitch deck which eventually became the executing strategy we used to get a buzz trending. Coupled with some highly stylised campaign photography and YouTube trailer-esque sequences, it was a strong opening.