Brand Tone

Accessible and User-Friendly, Modern and Sleek, Informative and Direct, Lifestyle-Oriented, Responsible

Brand Values

• •Simplicity and Convenience
• •Alternative to Smoking
• •Quality and Satisfaction
• •Innovation
• •Variety and Choice
• •Canadian Identity
• •Customer Focus
• •Sustainability

Best Practices

• •Focus on "Adult Smoker" Transition: Consistently address the copy to adult smokers looking for an alternative, emphasizing ease of switching.
• •Highlight Simplicity and Convenience: Use clear, concise language. Avoid overly technical jargon. Words like "easy," "simple," "convenient," and "hassle-free" should be staples.
• •Emphasize Choice and Variety: Regularly showcase the breadth of flavors and nicotine options available to cater to individual preferences.
• •Maintain a Modern and Clean Aesthetic: Ensure that the language, like the product design, feels current, sleek, and uncluttered.
• •Be Direct and Informative, Not Hyped: While promoting benefits, maintain a straightforward and honest tone about what the product offers, focusing on factual features and user experience rather than exaggerated claims. This builds trust, especially important in a category facing scrutiny.

Social Perception

Positive for Convenience Seekers, Popular in Canada, Concerns (Industry-wide), Mixed on Performance Details, Growing Range

Copy Examples

• •Headline: Switch to Simple. Discover STLTH. Body: Tired of the ash and smoke? STLTH offers an intuitive vaping experience designed for adult smokers. Explore a world of flavour with our easy-to-use pod systems and convenient disposables. Your journey to a different kind of satisfaction starts here.
• •Headline: Your Flavour. Your STLTH. Body: From bold tobaccos to refreshing mints and vibrant fruits, find the STLTH pod that perfectly matches your taste. Our pre-filled pods make switching flavours effortless. Simple, satisfying, and distinctly yours.
• •Headline: STLTH: Vaping, Simplified. Body: Experience the ultimate in vaping convenience. STLTH devices are designed with you in mind – sleek, portable, and incredibly easy to use. Just click in a pod and enjoy. Discover the STLTH difference today.
• •Headline: Elevate Your Vape with STLTH X. Body: Introducing STLTH X – our enhanced pods delivering even more flavour and smoother airflow. For the discerning adult vaper who seeks a premium experience without the complexity. Upgrade your satisfaction.
• •Headline: On-the-Go? So is STLTH. Body: Life moves fast. Your vape should keep up. STLTH’s compact design and long-lasting battery options make it the perfect companion for your busy lifestyle. Discreet, reliable, and ready when you are.