A clear example of this approach in action is in the roll-out of our Pulze system for heated tobacco, a fast developing category, which is potentially less harmful than traditional cigarettes.

First, we identified target markets to pilot Pulze. Next, through listening to local consumers, we developed a distinctive challenger proposition, designed to appeal to a cohort of adult smokers who were dissatisfied by the existing next generation alternatives to cigarettes. Then, we entered our chosen markets fast, gaining valuable learnings for future development.

Immediately, we began acting on these learnings, working on device enhancements, new product options, bundling and promotion. Now, having refined our proposition, we are preparing plans for a wider roll-out of Pulze.

The way we work is iterative. We test. We listen to and learn from consumers. We develop. We expand our reach. And we test again.

Our harm reduction journey will take time. But, by staying close to consumers and working in the right way, we will get there one step at a time.

Our Pulze heated tobacco product is being rolled out in a growing number of European markets