CASE STUDIES · BAT & DIAGEO
Seven case studies across BAT and Diageo. Agentic AI as the engine of senior marketing strategy, brand architecture, premiumisation, sustainability, AI flavour discovery, cultural-IP partnership.
AI-native methodology · Consumer Electronics / FMCG
An omnichannel content-strategy overhaul across BAT's Vuse, Velo and glo — each rebuilt as its own connected story, with agentic AI as the engine of the method itself. Three strategies in eight weeks, against a global planning milestone.
AI origin story · Spirits / FMCG
The AI flavour-discovery platform Diageo built for whisky — later extended across gin, beer, tequila and cocktails. It reached more than a million consumers worldwide, turning a recommendation into first-party data.
Brand architecture · Consumer Electronics
Five operational programmes brought under one consumer-facing brand framework, with AI tuning the message to every market underneath. Now deployed globally across Vuse's markets — the consumer never saw AI; they saw a message that landed for them.
Premiumisation · Consumer Electronics
A premium thesis validated by AI consumer research across packaging, messaging and campaign before any market spend. Vuse is BAT's leading global vapour brand. Pre-launch validation; H2 2026 launch.
Cultural-IP partnership · Spirits
A cultural-IP partnership — eight whiskies, one cultural moment. The curatorial call human; the creative AI-optimised. Sold out within hours, and a key contributor to Diageo's FY19 whisky growth.
AI consumer experience · Consumer Electronics
A visual flavour-rating experience that became a personalised, shoppable recommendation — BAT's first AI-powered flavour personalisation tool, rebuilt on 90 days of real performance data.
ESG strategy · Consumer Electronics
A sustainability platform and recyclability programme — including what is believed to be the first AI-powered vape recycling incentive. Transform Awards Europe Gold for the sustainable packaging system.
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FAQ
Several engagements sit under client confidentiality or settlement terms. Public results cite the public source; commercially sensitive figures are shown directionally and shared in full under NDA.
Yes. Each case has a “Request the full case study, under NDA” link — the full version includes deployment rates, validation metrics and market-by-market detail.
No. The slate shows range by type of work — methodology, architecture, premiumisation, ESG, AI experience, origin story and craft — not client count. The methodology transfers across consumer-brand categories.