We launched a real fake vape company to call a nicotine vape what it recall is: a depression stick.

Studies show that vaping nicotine amplifies feelings of depression and anxiety. People that vape are twice as likely to get depressed. Teens are vaping now more than ever. So how do we get them to stop? By making the first campaign to market vapes honestly.

To out vaping as the silent contributor to mental health issues, we rebranded nicotine for a new generation. Depression Stick launched like the real deal, with fun flavors, influencers, Times Square billboards and even a fake storefront.