TSG was chosen as the agency of record by Altria to launch their latest product into the European market, overseeing the roll-out of new listings and activating against their in-store strategy to help educate retailers and consumers alike. 

The understandable sensitivities surrounding the launch of their vaping alternative brand, ON! pouches was a challenge that our team took on responsibly, steering a programme of significant investment towards education and awareness, mindful of the over-18 nature of this broadly unregulated category, minimising wastage through using highly targeted . 

A network of ambassadors was sourced, trained and deployed through our brand management team; with our comprehensive reporting suite overlaid for the US leadership team to monitor in near real time the effect of their investments on bottom line sales, adoption and category penetration.