This Vape Is Bragging About Its Link to Depression and Anxiety

An unconventional campaign from agency Mojo Supermarket has a hidden message

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When a Depression Sticks representative pitched his line of vapes to a gas station convenience store, he was confident in his ability to complete the sale.

But after sharing that the smoking devices—which come in flavors like Melancholy Menthol and BubbleGlum—amplify feelings of sadness and anxiety, the clerk did not share an enthusiasm for the product. He instead responded with confusion and frustration, and eventually asked the salesman to leave the store.

“They basically do the same thing as all of those,” said Craig, who secretly represented the Truth Initiative, pointing to the array of colorful vapes behind the register.



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