+ Project information — This Thing Rips
It’s Not All Smoke and Mirrors
The Challenge
As one of North America’s leading manufacturers of vape pens and accessories, the client faced a rapidly shifting market — intense competition, brand fatigue, and a skeptical audience. With 3,500 vape shops and lounges to reach, the goal was clear: modernize the brand, boost market share, and create authentic connections with a new generation of users aged 18–25.
Our Approach
OGK® began with deep discovery — conducting focus groups, interviews, and retail research to uncover what motivated both retailers and consumers. From there, we developed a complete merchandising and brand strategy: bold, eye-catching packaging built for shelf impact, a refreshed identity system with millennial-focused sub-brands, and content that broke industry conventions. We produced a series of short-form social videos that fused lifestyle with education, and partnered with High Times to amplify visibility and cultural relevance. In-store, OGK® equipped retailers with educational materials and placement strategies that turned passive displays into active sales tools.
The Outcome
The rebrand revitalized sales, reinvigorated retailer relationships, and reestablished the company as a market leader in an overcrowded space. The campaign not only boosted awareness but also built credibility with an audience historically resistant to marketing — proving that authenticity and design-driven storytelling win even in skeptical markets.
Takeaway
When insight fuels innovation, even smoke finds substance — and this brand lit up the competition.
Industry
Artist Promo Series
For the launch of the new RIG Editions, we partnered up with local artisans to showcase the on the go rig experience.
Packaging
Transforming outdated packaging is about much more than creating a new look. Our product-centric designs display the product immediately, and their unregular shapes demand attention in a crowded shop. While developing new packaging for these vaping products we created a stimulating unboxing experience. The packaging is designed also to function as a display case to show off the rigs.
Micro-influencers
As part of our social media roll-out strategy, we created our own talk show using micro-influencers to generate excitement about the products and create a buzz around the brand.
Promotional Podcasts
To cultivate good relations with distributors our team of micro-influencers set up in-store live-streaming podcast style videos discussing aspects of culture and promoting This Thing Rips products as well as welcoming viewers to check out their local shops.
Beyond the Screen
While online content is a great way to initiate a connection we wanted to pull in our audience beyond their phones. A great example of how we accomplished this was through a local hands-on scavenger hunt for prizes. We were able to create a buzz and get our audience fully interacting with #ThisThingRips.
