Airo was on a mission to become the most recognized and loved cannabis inhalation product on the market. The problem? By 2019, cannabis customers in the U.S. had been introduced to over 600 brands. To help Airo strategically stand out at launch, we started with an audience that most new cannabis brands take for granted: the existing user.  Instead of marketing Airo Vapor as a product that makes it ok to smoke weed, we positioned it as the brand that takes your good time seriously, with slick, proven and consistent technology and cannabis experiences that undulate to fit your refined tastes.