BAT Partners With McLaren For Tobacco Transformation Initiative
British American Tobacco (BAT) has announced a new global partnership with McLaren to drive its new initiative, Transforming Tobacco.
Through this partnership, BAT is aiming to build a portfolio of products that offer less risky tobacco and nicotine choices to consumers.
BAT will work closely with McLaren Applied Technologies and share technological expertise, best practices, processes, know-how, and mutual experience.
Commenting on the partnership, BAT’s chief marketing officer, Kingsley Wheaton, said, "It gives us a truly global platform with which to drive greater resonance of our potentially reduced-risk products, including our Vype, Vuse and glo brands."
"Ultimately, innovation and technology will support us in creating a 'better tomorrow' for our consumers worldwide."
'A Better Tomorrow'
BAT will introduce its new platform - A Better Tomorrow - at McLaren’s 2019 car launch on 14 February.
As a part of the agreement, BAT will advertise on-car and off-car in the McLaren Formula One team throughout the season. It will be in line with applicable regulation and legislation.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.