TWISP

In 2012 Twisp, South Africa’s leading e cigarette, was positioned as alternative to smoking; a cessation aide with the benefits, but not the drawbacks, of old school cigarettes.

We pitched on the business with a strategy that aimed to move Twisp away from this medical positioning, and into a lifestyle space where the brand would be poised to take advantage of a new and burgeoning market.

In Europe and America, vaping was growing amongst youth culture, with many vapers never having tried a cigarette in their lives. As the category expanded the job of educating consumers was being shared by a growing number of brands.

We set about creating a whole new brand world for Twisp, starting from the ground up with an evolved CI and going right up to a national TTL campaign.

Click on the images to the right to see some of the work.

ClientTwispServicesCreative Direction, CopywritingYear2012