The year 2023 marks a major milestone for the premium brand Benson and Hedges as it celebrates 150 years of
delivering quality cigarettes and remarkable smoking experiences. Particularly for the Nigerian consumer, B&H is
positioned as the No. 1 brand that has always delivered exceptional, new, and fun taste experiences. It also serves as a key
value driver for the business, consistently contributing to WCA's top-tier sales performance. In recent years, the brand
has witnessed some volume decline, with a key component being the strain on the consumer's wallet. The team set out
with a plan to leverage the 150-year celebration and deliver a top-notch B&H experience for all its stakeholders. The goal
being to offer them a reason to believe in the brand and to indulge with Benson & Hedges. A B&H Gold Museum was
created, showcasing the history and rich heritage of the brand and it was delivered with an immersive multisensorial
Virtual Reality experience.
This experience was the key campaign idea that was delivered in the Progressive corner to the stakeholders. The
campaign started in July with regional meetings where the experience was delivered to the field force. They were
empowered with knowledge on the value proposition of the brand, allowing them to become more effective advocates for
the business. It then continued in August with a 3-day tour in the Rising Sun Building. The technical and financial business
partners on the 2nd floor , the LEX and HR partners on the 4th floor and finally, co-marketing team mates on the 1st floor. It
was an exciting activation as everyone was able to get to know the brand Benson & Hedges beyond their typical
interaction with it.
There was a photobooth area and branded complimentary cakes for everyone. The
manufacturers were not left out as the progressive corner went to the Ibadan Factory, landing
the same experience for an even larger audience.
The internal awareness campaign finale witnessed over 300 staff tune in and learn more about
the brand, enabling them to effectively advocate to their adult consenting smoker friends.
Consumers across the Southeast and Southwest of Nigeria have begun experiencing the
progressive corner and have shown enthusiasm for the Virtual Reality experience. There have
been positive reviews on them being able to reconnect with the brand, pride of associating with
a brand whose legacy has stood the test of time.
The consumer activation is set to run from August to November, ensuring consumer reach is
as robust as possible. Whilst this is ongoing, the B&H 150-year internal campaign was a success
and an impactful one!
BAT Zambia and BAT Kenya recently received the prestigious global Alliance for Water
Stewardship (AWS) and Integrated Work Systems (IWS) certification, respectively. These
milestones reflect our commitment to embedding sustainability into our business
operations, through water stewardship and manufacturing excellence.
Both certifications are the culmination of a rigorous audit of the respective sites by the
issuing entities. For the AWS certification, team Zambia demonstrated sustained
commitment and action towards Good Water Governance (GWG) initiatives for the
benefit of business and the wider community. This includes responsible water use and
conservation at the site's day-to-day operations, as well as the catchment area (local
community).
At the Kenya manufacturing factory, the team has demonstrated sustained improvement
in manufacturing performance through the IWS. Its key objective is to drive 100% people
involvement and a zero-loss mentality. Amongst several achievements, the manufacturing
team has delivered significant efficiency savings and a commendable Overall Equipment
Effectiveness of 71.1% against a target of 80%.
These achievements are a result of teamwork, innovative minds, hard work and
commitment. Congratulations team Zambia and Kenya!