Traditional Business – Purposeful New Marketing

Elly Criticou

Global Category Director, Vapour & Group Head of New Channels, New Categories at British American Tobacco PLC

Learning Objectives

To deliver on its purpose of building A Better Tomorrow, BAT is transforming from a traditional tobacco business operating in a long-established industry into a multi-category consumer goods company, driven by technology and science. Reducing the health impact of its business, and using purposeful new forms of marketing to connect with adult tobacco or nicotine consumers. In this session, Elly will illustrate how BAT is utilizing new channel capabilities to drive growth via direct-to-consumer omni-channel strategies in the innovative vaping strategy. 

Key Takeaways:

  • Showcasing how BAT has re-defined itself and key purposes 

  • Managing customer expectations of a seamless and increasingly personalised online-and-offline experience

  • Exploring the subscription model - new to this category and growing rapidly