Turns out, smokers earn 20% less cash than non-smokers. That's some crazy sh*t. But what does that mean to our audience? A lot more saying ‘no’ to new adventures with their squad, and a lot more saying ‘yes’ to hanging at home or alone. We launched the campaign on the VMA's on TV and Snapchat with our #Squadless messaging in anthemic music video form. It was no Kanye West speech, but it did rack up 35 Million views in the first 7 days and over a million views on Snapchat.