Introducing the brand in just one take
Three letters, one clever technology and no experience in the Czech market. In September 2018, British American Tobacco introduced their revolutionary new product ‘glo‘ to the Czech market. This electronic device works on the principle of carefully heating the tobacco, and it is B.A.T.‘s answer to the competitive product IQOS. The unique point about these technologically sophisticated devices is that the user can enjoy the taste of real tobacco without cigarette smoke, bad smells and ash.
Our task was to introduce the glo brand to the Czech audience and to create a stable background for the brand to grow without any problems. In the first step, we created the so-called ‘glo academy‘ and trained an army of glo ambassadors in the cities of Prague and Brno. The three-day training course aimed to familiarize the ambassadors with the product, and also with the whole philosophy of the brand.
