VUSE
2021
Repositioning a vape product as a leading sustainability brand.
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Vaping is seen as wasteful and environmentally-damaging.
Vuse is leading the category in sustainability - but no one knew about it.
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To charter and brand a carbon-neutral racing yacht to sail across the English Channel and down the River Thames – stopping at BAT’s head office on London’s Embankment.
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Press coverage, industry leadership positioning and BAT share price increase.
Brand has since been independently certified as the first global carbon-neutral vape brand.
