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.
Mutual Experience
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.
