The expert jury have deliberated and selected Wunderman Thompson Commerce as a finalist for their project with British American Tobacco. Shortlisted for a Special Masters award in the Digital Transformation category, the project stood out amongst the competition.

Wunderman Thompson Commerce was briefed to reimagine BAT's modern oral websites, to drive global consistency and provide a best-in-class eCommerce customer experience.

BAT is known for their three new category brands Vype (vaping), VELO (nicotine pouches) and glo (tobacco heated cigarettes). In a relatively new but crowded market with low margins, the majority of sales are gained through third-party retail, or third-party commerce. BAT wanted to reduce dependencies on physical retail, particularly relevant due to COVID-19 lockdowns and maximise digital-led loyalty through their D2C website.

In line with BAT's vision for digital transformation, Wunderman Thompson Commerce dramatically reimagined their existing websites to drive continuity across markets. Significantly changing elements like code, content, structure, and visual language to better serve consumers, and provide operational efficiencies and changes to business processes and tooling, resulting in increased conversion, and operational efficiencies to better serve end-market teams.

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