Vape and Dab PR: Virgo's 2023 Division Launch and Services

Virgo PR launched its Vape and Dab Public Relations division on March 10, 2023, after its work with Dr. Dabber and Greenbox Robotics. The division helps vaporizer, dab and cannabis technology brands earn press coverage, work with creators and handle the advertising and platform limits that apply to the category. This page explains what the division does, how vape and dab PR works and what brands should plan for.

Updated November 2, 2026

On this page: the announcement, what the division covers, services, how coverage is earned, compliance, related case studies and FAQs.

What Did Virgo PR Announce?

On March 10, 2023, Virgo PR announced a Vape and Dab Public Relations division focused on corporate and consumer sectors. The launch announcement pointed to forecasts of roughly 30 percent annual growth from 2023 to 2030 and a market of about $40.25 billion by 2028 as signs of an emerging industry. Those figures were forecasts cited at the time of the announcement and should be read as projections, not guarantees.

Virgo said it had worked with leading vaping brands including Dr. Dabber and Greenbox Robotics. Its approach centers on result-oriented campaigns that keep brands in front of key reporters and audiences using hard news, unique narratives and creative PR initiatives, and it begins with an understanding of each brand's DNA and values. The team has a presence in Miami and San Francisco.

What Is Vape and Dab PR?

Vape and dab PR is the communications work for companies that make or sell vaporizers, concentrates equipment, accessories and related technology. The category combines consumer product launches with technology storytelling, which gives brands more news angles than many people expect:

• New product launches and hardware design.

• Innovation and performance, such as heating technology, materials and ease of use.

• Gift guides and seasonal coverage, which often include products in this category.

• Retail and distribution news, including new stores and partnerships.

• Company milestones, such as funding, executive hires and international expansion.

• Industry and policy commentary from credible company spokespeople.

What Services Does the Division Offer?

Service What it covers

Media relations Product and company announcements to consumer, lifestyle, technology and trade outlets

Product reviews and gift guides Review units, press kits and seasonal pitching

Influencer marketing Reviewers and creators who reach the target audience

Social media and digital marketing Content and community strategy within platform rules

Report creation Original data and research that give reporters something to cite

Event management Launch events, trade shows and brand activations

Awards and speaking opportunities Placement of executives in conferences and recognition programs

How Do Vape and Dab Brands Earn Coverage?

Reporters look for products and stories that offer something new and verifiable. Brands usually do best when they:

• Lead with the product story. Explain what changed in design, performance or experience, and why it matters to users.

• Provide review units and clear facts. Make it easy for editors and reviewers to try the product and confirm details.

• Time launches for the buying season. Holiday gift guides and seasonal roundups run on set calendars.

• Support claims with evidence. Use testing, materials information and customer feedback.

• Offer a credible spokesperson. Founders and engineers who can explain the technology plainly earn repeat coverage.

Virgo's Dr. Dabber work shows the approach. The November 2022 Dr. Dabber XS launch earned reviews and holiday gift guide placements in Forbes, GeekSpin, Leafly and Herb, and the XS sold out. Read the full Dr. Dabber case study and the Greenbox Robotics case study.

What Compliance Issues Should Brands Plan For?

Cannabis and vaping categories face advertising, labeling and platform restrictions that differ by country, state and channel. Several major advertising and social platforms limit or prohibit promotion of related products, and publications set their own rules. Because of that, brands should:

• Confirm local and state rules before running any marketing.

• Have counsel review claims, imagery and promotions.

• Avoid health claims unless they are supported and permitted.

• Follow age-gating and disclosure requirements, including endorsement disclosures for creators.

• Plan for platform removals and have a backup channel for the audience.

PR does not replace legal advice. It helps brands earn attention through editorial channels, where the rules are different from paid advertising.

What Related Virgo Work Is There?

Virgo works across consumer and emerging-technology sectors. See our consumer PR agency practice and our guide to PR vs. advertising vs. marketing, which explains why earned media matters when paid channels are restricted.

Frequently asked questions

When did Virgo PR launch its Vape and Dab PR division?

Virgo PR announced the division on March 10, 2023.

Which brands has Virgo worked with in this category?

The launch announcement cited Dr. Dabber and Greenbox Robotics. See the Dr. Dabber case study for details.

Can vape and dab brands advertise?

Advertising is often restricted by law and by platform policy, which varies by market. Earned media, such as reviews and editorial coverage, is a core way to reach audiences, and brands should review all promotion with counsel.

How do vape and dab brands get product reviews?

By sending review units and clear product information to reviewers and editors, timing launches for gift guide and seasonal calendars and supporting claims with evidence.

Does Virgo PR handle crisis communications for the category?

Yes. Virgo prepares response plans for product, safety, regulatory and platform issues. See our crisis communications practice.

How can I contact the team?

Reach Virgo PR at hello@virgo-pr.com or through the contact page.