MSQ and Hyperactive win blu’s myblu vaping launch

Vaping pioneer blu has appointed MSQ Partners and independent brand experience agency Hyperactive to handle the UK launch of its new compact product myblu.

At MSQ Stack will handle strategy and creative with media planning and buying through sister agency The Gate.

Blu marketing manager Pete Blackman says: “We needed an agency solution that could deliver an ambitious yet intricate integrated launch campaign for us. MSQ Partners showed us smart consumer insight coupled with creative and effective use of all of our media channels, and together with Hyperactive we have found the right mix of skills to launch myblu.”

Stack CEO Ben Stephens says: “This is a young but rapidly evolving sector and blu have significant ambitions for their position in it. As a result, we are adopting a mainstream marketing strategy for the launch of myblu in a sector that has largely relied on tactical sampling to-date.”

Hyperactive CEO Andrew Casher says: “We are excited to be involved in a category that is evolving at pace. With the blu team, we have developed a smart, dynamic and integrated approach that allows us to fine tune and optimise the myblu launch campaign to ensure effectiveness and efficiency.”

As well as a nationwide outdoor advertising campaign, activation activity will be carried out in most major UK cities between June and September involving pop-up stores, events, brand ambassadors and sampling teams.

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