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Flavors Hook Kids
With the explosion of teenage vaping to epidemic levels, the California Tobacco Control Program (CTCP) sought to expose the tobacco industry’s deceptive strategy to hook young users; irresistibly flavored products that hide in plain sight.

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.

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"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.

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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.

Tobacco flavors that seem fun and vaping devices that look like tech gadgets have led teens, and even parents, to underestimate the damage of nicotine. Most people know it’s addictive. But addiction is only the beginning. Nicotine is a neurotoxin whose changes to the teen brain could be permanent. And that’s what our campaign sets out to communicate.

Rakuten is back with the latest installment of the “Power of R” campaign, this time featuring a relatively well-known professional basketball player. Poised to continue the brand’s successful awareness-building, watch for the commercials all up and down your TV dial and across the digital universe.

Today we’re thrilled to announce the acquisition of A2G, a widely recognized experiential and social influencer agency. The acquisition extends our reach to two new major markets, adds a robust suite of complementary services to our offering and brings us a powerful new partner.