The campaign evoked moments that all parents remember; watching their children discover their favorite foods for the first time. This set in stark contrast with a glimpse into today, when their kids are taking their first delicious steps into nicotine addiction.
"Flavors Hook Kids" launched in TV, digital video, radio and OOH across all 14 markets in California, including Los Angeles, San Francisco, San Diego and Sacramento.
In our target audience, we saw a measurable jump in “strong agreement” that the tobacco industry targets youth as new customers. Shortly after the campaign wrapped up, several e-liquid companies ceased sales of their products, including those featured in our outdoor campaign.