British American Tobacco: “A Better Tomorrow” Rebrand

This page was last edited on at

In March, 2020 British American Tobacco (BAT) rebranded its website, with a new logo and the prominent strapline “A Better Tomorrow”.1

This phrase was originally trademarked by subsidiary Nicoventures in July 2019 and used to promote its newer nicotine products, notably in motorsports. It was also registered to cover conventional tobacco products.2

Slide with diagram of BAT's strategy with 'A Better Tomorrow' at the centre

Image 1: BAT’s strategy in 2020 (Source: British American Tobacco, Capital Markets Day Presentation)

A statement on BAT’s website placed this slogan at the centre of BAT’s strategy (see Image 1):

Our purpose is to build a better tomorrow by reducing the health impact of our business through offering a greater choice of enjoyable and less risky products for our consumers.”3

The company stated that cigarettes remained “at the core” of its business and key to growth, and it expressed only an “aim to generate an increasingly greater proportion of our revenue from products other than cigarettes” in order to reduce health impacts.3

Slide showing images of young adults smoking, and using other next generation products

Image 2: BAT’s “mission” in 2020 (Source: British American Tobacco, Capital Markets Day Presentation)

BAT stated that its new mission was about “stimulating the senses of New Adult Generations”.3 According to its investor presentation in March 2020, this includes stimulating senses through the use, not just of newer products, but also of conventional cigarettes and roll your own tobacco (RYO) (Image 2).4

Slide with diagrams identifying potential 'round the clock' occasions for using various tobacco and NGP products

Image 3: Identifying “occasions” to use for NGPs (Source: British American Tobacco, Capital Markets Day Presentation)

In its presentation, BAT developed the idea of “regaining moments”.4 It termed the times when smoking is restricted due to regulations, or social norms, as “lost occasions”, and that these were all occasions that could be “maintained” around the clock through the use of BAT’s newer products (Image 3).4

image of diagram showing BAT's market by category

Image 4: The Market Opportunity (Source: British American Tobacco, Deutsche Bank Global Consumer Conference, 9 June 2021)

BAT’s 2020 Annual Report continued the theme, with reference to “the evolving and varied needs of today’s consumer who seeks sensorial enjoyment for different moods and moments”.5 In 2021, BAT also referred to “On The Go Wellbeing & Stimulation” in a presentation to investors, while predicting further growth in the nicotine consumer pool (Image 4).6

In 2024, BAT Chief Executive, Tadeu Marroco, explained that BAT was “refining our A Better TomorrowTM purpose, with a vision to ‘Build A Smokeless World’” (Image 4).7 This new wording was subsequently reflected across the BAT website.89

An image of a diagram showing BAT's three strategic pillars

Image 5: Refining our strategy with new Strategic Pillars (Source: British American Tobacco, FY 2023 presentation, 9 February 2024)

Tobacco Tactics Resources

TCRG Research

For a comprehensive list of all TCRG publications, including TCRG research that evaluates the impact of public health policy, go to the Bath TCRG’s list of publications.


Print Friendly, PDF & Email


  1. British American Tobacco, Creating a Better Tomorrow, website homepage, undated, accessed March 2020
  2. World Intellectual Property Organization, Search: A Better Tomorrow, Nicoventures Holdings Ltd, WIPO global brand database, accessed March 2020 at
  3. abcBritish American Tobacco, Our purpose and strategy, undated, archived 11 April 2020, accessed April 2024
  4. abcKingsley Wheaton, British American Tobacco Capital Markets Day presentation, 18 March 2020, accessed March 2020. Available from
  5. British American Tobacco, Building the Enterprise of the Future: Annual Report and Form 20-F 2020, April 2020. Available from
  6. British American Tobacco, Delivering Multi-Stakeholder Value through The Enterprise of the Future, Deutsche Bank Global Consumer Conference, Presentation slides, 9 June 2021, accessed August 2021. Available from
  7. British American Tobacco, 2023 FY PRELIM, press release, available from
  8. British American Tobacco, Our Transformation, undated, accessed April 2024
  9. British American Tobacco, A Better Tomorrow, undated, accessed April 20241011British American Tobacco, Strategy & Purpose, undated, accessed April 2024