Brand Tone

Transactional and Direct

Brand Values

• •Accessibility
• •Variety
• •Compliance

Best Practices

• •Prioritize "Support" over "Sales": Frame all communication around supporting an adult smoker's journey away from cigarettes. The goal is to be a resource, not just a retailer. This aligns with the public health goal of harm reduction.
• •Use a Direct and Unembellished Tone: Avoid marketing jargon, superlatives ("the best," "amazing"), and emotional language. Keep the copy clean, clear, and informative. This ensures compliance and builds trust through transparency.
• •Speak to the "User," Not the "Customer": Address the audience as adults making a conscious choice to switch. Use language like "adult users," "former smokers," and "your transition" to create a respectful and serious tone.
• •Highlight Compliance and Responsibility: Proactively mention adherence to New Zealand's vaping laws. This can be in the website footer, in an FAQ, or on a dedicated page. It positions the brand as a trustworthy and responsible operator in a controversial industry.
• •Focus Content on Information, Not Promotion: Since promotional content is heavily restricted, build brand value through information. This can include detailed guides on device maintenance, explanations of different e-liquid types, and clear information about regulatory changes—all presented factually.

Social Perception

Neutral to Invisible

Copy Examples

• •Making the switch? We provide the tools you need. Explore our curated selection of reliable devices and starter kits for your smoke-free journey.
• •Consistent and reliable performance. Our selection of refillable pod systems is chosen to provide a straightforward experience for adult users transitioning from combustible cigarettes.
• •Your Order is Confirmed. Thank You for Choosing a Smoke-Free Alternative.
• •Our commitment is simple: to provide adult New Zealanders with a reliable source for tested vaping products as a tool for smoking cessation. We adhere strictly to all NZ regulations to ensure responsible operation.
• •Q: Which device is best for a heavy smoker? A: Many former heavy smokers find success with pod systems that offer a higher nicotine strength. Our product descriptions detail the nicotine levels available to help you make an informed choice.