BAT is building three global brands for its “new category” portfolio: VUSE electronic cigarette brand; Velo nicotine bag products; and Glo heat not burn products.
British American Tobacco said the move would simplify the experience of global consumers and help make it easier to understand the company’s product portfolio, which will focus on greater awareness and resonance among adult consumers.
“We understand that global brands are important to our global consumers, who can trust, recognize and buy them around the world,” said Kingsley Wheaton, BAT’s chief marketing officer
So far, Vuse is only available in the US and will debut in the UAE in early 2020.
At the Abu Dhabi Grand Prix on December 1, VUSE’s logo appeared on McLaren‘s F1 racing car.