[GreatTequilaIsland]

I thought I'd share this print ad from Tequila Airlines in-flight magazine that basically captures a sense of what seems to be really popular in Tequilan culture lately. Nuub is a wildly popular vape product line that seems to be ubiquitous at high schools, on busses, and shopping malls across the Island. The creative team who created this ad appear to be deliberately cultivating a brand that is creative and playful with maybe just a hint of danger. Nuub has these cheap e-liquid cartridges that are constantly coming out with new flavors, really tapping into the fear of missing out (FOMO) brand strategy. The brand itself is a play on words: "Nuub" could mean "nube" which is cloud in Spanish or it could be short for "newbie." It's high-tech, youth-oriented, capitalist, and maybe just a wee bit too hedonistic for some. Note the teeny tiny mandatory government warning at the bottom; clearly the National Health Service doesn't wield a great deal of power in regulating this potentially hazardous product.