Tobacco marketing has crossed into the smoke-free era

The industry that once defended combustible volume now competes for adult consumers category by category: smoke-free products already generate 41.5% of PMI’s net revenues and 18.2% of BAT’s — both company-reported — and each group counts tens of millions of adult consumers across its smoke-free portfolio. With advertising restricted and every claim scrutinised, winning organisations are not simply launching products; they are rebuilding the commercial model around consumer engagement, retail and trade execution, governing investment across markets as one, and holding every partner to measurable value. VA helps nicotine-category leaders orchestrate that ecosystem, optimise commercial budgets and prove ROI.