This case study details how a new brand, Vype, initially launched a disposable e-cigarette with a campaign that followed the category's conventions by targeting twentysomething trendsetters with dark visuals suggestive of urban nightclub cool. The results were disappointing, and the brand and its new agency identified a new audience for the product in smokers over 35 _x001F_ looking for a 'better me'. The 'Made Simple' reboot turned the product into the hero in white-space visuals that sought to educate the consumer and encourage trial. This case demonstrates that communications led to a growth in brand awareness, branded searches, website traffic, and sales. It was estimated that in its first year the activity returned a net profit of 3.22 for every 1 invested.