Introduction


The creation of a range of e-liquids is one of the most exciting events in the life of a brand. Discover the story of the creation of Sweetch’s first range of e-liquids, Audace.

Its Genesis


From the beginning of the Sweetch adventure, we have set ourselves objectives and dreams with no limitations on what we wished to accomplish. Among these dreams was the wish to develop one day our own range of e-liquids.

Obviously, such a projects is set with doubts. Shall we be capable? Will they be liked? What if they don’t work? And what if they disappoint our clients? For these reasons and others, the project was not immediately initiated, pushed back several times, but never forgotten.

With time, our marketing heads developed several concepts around potential launches, which they then tested and validated. In parallel, partner teams started to work on the recipes. We chose to collaborate with a specialized laboratory in order to guide us in this new job of creating flavors, thereby benefiting from their competencies while guaranteeing the highest quality standards were met.

But with the fear still present, it took us some time to find the right combinations and to be ready for launch.

The opportunity


The opportunity came through an unexpected mix of circumstances. In February 2018, an important launch fell through and we had to change our marketing plans. Our commercial marketing team, and in particular Sacheen and Arnaud, saw this as a window of opportunity for us.

They noted that March 8th was the International Day for Women. In a universe at times considered as masculine, it was our wish, in accordance with our purple butterfly brand, to offer women a place of choice. After all, both our general manager, Isabelle, and our head of marketing, Sacheen, are women – which is pretty unheard of in the vaping world.

Among our company core values, we wish to listen to all types of smokers or vapers, without segregation, and with an open mind. We see this as a clear differentiating factor for our brand.

A long brainstorming session was then sufficient to put together all the details. As Isabelle was on holiday the last week of February, we decided to proceed secretly and reveal the surprise at her return. Very proud of finally making the jump.

The product range


Mid-February, we have less than a month to finalize everything. The last tasting and adjustments took place, as did the final selection for the product range. Arnaud did come with a large variety of recipes that we had been working on for more than a year. For the initial launch, we are clear around the types of flavors that we are looking for. We want them to be delicate, perfumed, and feminine. They will be tasty, elaborate and refined. Certain mixes are left aside, and at the end, we remained with three flavors that were rapidly validated.

Sacheen has developed the whole story around the launch. Our targeted customers are brave women with a high level of self-confidence. They have chosen to quit smoking and to start the vaping experience – to definitely quit their addiction to tobacco. These women are audacious, feminine and sexy … hence the name of the range: Audace. And the three declinations will be Glamour, Sensual and Temptation.

Visual Communication


Then came the time to develop our communication around the launch, the visual props, and the creative brief. Gabrielle, our graphic artist, made several proposals that were very attractive. A woman’s profile, partially hidden behind a large hat – very cinema-like, with a clear reference to Audrey Hepburn. Another one in a short skirt, revealing thin long legs, bring us back to “The Seven Year Itch”, and the mythical subway dress of Marilyn Monroe. We are looking for a universe that women will easily relate to, while also addressing our male customers that could be attracted by the freshness of the juices and communication.


sweetch cigarette electronique suisse audace

Despite our fears, the urgency to launch prevailed, and through hard work and commitment, the launch was ready for March.

We are proud to launch the Audace range, with its three premium e-liquids developed by Sweetch: Glamour, Sensual and Temptation. tion.

  • Sensuel : An e-liquid that combines sweetness and acidity. The mix of green apple, raspberry and blackcurrant bring the acidic touch, which is then softened by the sweet side of the fruits. It will provide you a fruity soft vaping experience.
  • Glamour : An onctuous recipe of mango smoothie, with subtle notes of yellow fruits. A voluptuous flavor !
  • Tentation : Predominance of passion fruit, whose exotic side is smoothened by a note of rose – a delicate perfume that combines exquisitely with the acid notes of the fruit.

The manufacturing


As any manufacturer from any industry well knows, the moment of the first production is particularly exalting. A magical moment is created, the realization of our dream.

The first labels are printed. They are beautiful, as pink as we had wished. The colors stand out well, the three stand in harmony, and will look great on the shelves of our shops.

The bottling step of the manufacturing is a well-oiled process, efficient and fast. Which is a very good thing given the tight deadlines we set ourselves …

At the end of the labelling process, we finally meet with the final product. A very emotional moment which brought tears to the eyes of our marketing team. Our boss, Isabelle, looked both proud and a touch worried. We really hope that our first liquids will be successful …

In short, we were really tense, but also very impatient to let the market discover our creations!


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The launch


We tracked the first sales closely. Which one will please the most ? Did we hit it right with all three?

Rapidly, the Sensual e-liquid appeared to take the lead over the others, and was never caught up with. We had our best-seller. Whose sales have never declined, as it continues to please. And we know that in the vaping world, lasting is by no means an easy feat.

A year later


A year later, we can declare clearly that the adventure was worth it. Sensual is still very much liked, and has found a following of faithful vapers. Way ahead of the other two.

But given that March is approaching again, and with it a new International Day for Women, what you think crossed our minds? Broaden the range, of course.

So it is now time to present to you our three new recipes :

  • Seduction: an aloe vera summer drink mixed with a refreshing lemonade
  • Savory: a very savory waffle, sweetened with raspberry jam
  • Sensual Fresh: raspberry, apple and ultra-fresh blackcurrant



We wish you as much pleasure tasting them than we had creating them for you.

Thank you all for the strength you transmit to us, each day, allowing us to jump into new adventures time after time.

Thank you, ladies, for your trust, and thank you gentlemen, for allowing us, once a year, to clearly favour women in our communication.

Dear Reader, thank you for your attention. We appreciate your interest in reading this article and your loyalty to our brand.

The sweetch team


sweetch cigarette electronique suisse audace