Maximising impact, minimising cost
Closing the gap between product innovation and budget efficiency
British American Tobacco had a clear vision: to launch the most innovative product in the tobacco category in 50 years – the Lucky Strike Click&Roll convertible cigarette – across European Travel Retail (ETR) markets. The vision was to revolutionise the smoking experience and capture the attention of travellers in airports and other travel hubs.
Despite this, the ETR environment presented a specific challenge: how to maximise the impact of the launch while optimising the budget and ensuring efficiency in a highly competitive and fast-paced channel. The reality was the need to deliver exceptional results without overspending.
🧭 The Gap:
Vision → Launch a revolutionary product in ETR with maximum impact.
Reality → The need to achieve exceptional results with budget optimisation.
The strategy (to launch a revolutionary product in ETR) needed to be executed with precision and efficiency. The main challenge was how to create massive in-store communication that would capture attention, drive curiosity, and convert travellers into customers — all while maintaining strict budget control.
There was a translation gap between the ambition of the product launch and the practical reality of executing it in a complex, multi-market environment. The risk of overspending without achieving the desired impact was real.
We built a bridge between the product innovation and the ETR market by focusing on cost-efficient, high-impact in-store communication:
Developed a cost-efficient go-to-market strategy tailored to the ETR channel, focusing on maximising impact with optimised resources.
Designed "massive in-store communication" with eye-catching displays, compelling visuals, and immersive experiences — optimised for budget efficiency.
Orchestrated a seamless launch across supply chain and promotional activities, achieving exceptional results with a 25% budget saving.
By closing the gap between product innovation and cost-efficient execution, the Lucky Strike Click&Roll launch achieved exceptional results:
Close the gap in your business.
The Lucky Strike Click&Roll story shows how identifying and bridging the Growth Gap can transform a product launch — achieving exceptional reach while optimising the budget. 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.