We launched a real fake vape company to call a nicotine vape what it really is—A Depression Stick
To out vaping as the silent contributor to mental health issues, we rebranded nicotine for a new generation. Depression Stick launched like the real deal, with fun flavors, Times Square billboards, even a fake storefront.
The response to our fake company became our real campaign.
We took Depression Stick to all the industries that normalized vaping. Turns out —when we got honest about it—influencers, ad agencies, and government officials all lost interest.