Surround impact: ignite & unite
Closing the gap between product launch and market execution in Travel Retail
British American Tobacco had a clear vision: to launch KENT Surround, a new and improved product, replacing KENT Actron in Global Travel Retail markets. The vision was to captivate discerning global travellers with a value-added experience.
Despite this, the launch faced logistical complexities, the challenge of a product transition, and the need to create a massive impact with optimized resources. The reality was the need to deliver exceptional results while managing budget constraints and building internal alignment.
🧭 The Gap:
Vision → Launch a new value-added product in Global Travel Retail.
Reality → The need for a high-impact launch with efficient resource management.
The strategy (to launch KENT Surround) faced three critical friction points:
1. Product Transition Friction: Replacing an existing product (Actron) with a new one required careful management to avoid confusion and ensure a seamless transition.
2. Market Friction: Launching in the complex Global Travel Retail environment required navigating diverse market dynamics and consumer expectations.
3. Engagement Friction: Building internal excitement and aligning teams around the new offer was crucial, as was creating a memorable experience for travellers.
We bridged the gap between product innovation and market execution with a dual-pronged approach:
Developed a comprehensive go-to-market strategy, managing the product transition and aligning marketing efforts across diverse Travel Retail markets.
Created massive in-store communication, interactive experiences, and the KENT City Guide app to enhance the traveller experience and build brand loyalty.
Launched the KENT Booth at the BAT International headquarters, generating internal excitement and solving a meeting space problem.
By closing the gap between product launch and execution, KENT Surround achieved exceptional results:
Close the gap in your business.
KENT Surround's story shows how a strategic dual-pronged launch can achieve impact and efficiency. This is exactly what the Data Friction Audit does: it detects the friction points holding your business back and builds a 2-page roadmap to close the gap in just 72 hours.