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RELEASE: Vuse and the McLaren Formula 1 team's change-driven initiative make their debut in Japan

(Information sent by the signatory company).

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RELEASE: Vuse and the McLaren Formula 1 team's change-driven initiative make their debut in Japan

(Information sent by the signatory company)

LONDON, March 11, 2024 /PRNewswire/ -- Vuse, the world's number one vaping brand*, and the McLaren Formula 1 team, today celebrate the debut of Driven by Change in Japan, announcing a one-year partnership length that will enhance your career with an emerging Japanese artist.

The artist, MILTZ, is a self-taught creative passionate about using traditional Japanese writing to create modern art. He champions “Edomoji,” a Japanese writing that, while deeply rooted in history, is modernized and brought into the present. He creatively fuses writing with elements of Japanese kana, graphic street murals, Arabic scripts and Sino-Mongolian calligraphy, drawing inspiration from brush strokes to create elaborate design patterns. Eschewing the traditional career path of graphic design, MILTZ recently restarted his career to follow his true passion. Through Driven by Change, MILTZ will continue to explore and develop his unique art form globally.

MILTZ commented: "I am honored to be the first artist from Japan involved in the Driven by Change program. Through the partnership and my artwork, I want to encourage people to take elements from the past and give them a modern twist to preserve them." "Our creative culture is fresh and exciting!"

MILTZ is the latest creative to join the Driven by Change community, a program that champions emerging creatives around the world by leveraging the global platform of motorsports to offer them unparalleled opportunities to showcase their work.

Driven by Change launched in 2021 with a pivotal moment, when Rabab Tantawy became the first Middle Eastern female artist to design an original piece of art for the livery of a Formula 1 car. Since then, Driven by Change has championed a host of emerging creatives, creating an international cohort of artists including; Nujood Al-Otaibi, Anna Tangles, Luis Pablo, DAST and Delyafruz.

Steve Pinard, global director of consumer and customer engagement at BAT, highlighted: "We are proud to drive the Driven by Change initiative into new territories this year, a milestone for the platform. Since its inception, Vuse and McLaren have achieved positive changes through creativity working with creatives around the world. From Colombia to Mexico, from Egypt to Lebanon and now Japan, it fills me with great joy that through our partnership with Vuse and McLaren, we can highlight and celebrate artists on a global stage and provide them with incredible opportunities.

To commemorate the fourth year of Driven by Change, Vuse will continue to accelerate the search for emerging talent through a creative content series, Creator Series, which highlights emerging artists and follows their creative journey.

Louise McEwen, Marketing Director at McLaren Racing, said: "We are delighted to be able to continue the legacy of Driven by Change in 2024 and expand our support for emerging artists from even more countries. We are proud to be collaborating with Vuse as the platform evolves. unique, we can't wait to show everything that 2024 has in store for us.

Visit Vuse to find out more about the Driven by Change program and the artists involved, like MILTZ.

*Based on Vype/Vuse’s estimated value share from PVP in measured steam retail sales (ie, the total value of the steam category in retail sales) in key steam markets: United States, Canada , France, the UK and Germany by May

About BAT

BAT is a leading multi-category consumer goods company. Our purpose is to create a Better Tomorrow™ by Building a Smoke-Free World. This commitment is demonstrated by our ambition to generate 50% of our revenue from non-fuel products by 2035.

The company remains clear that combustible cigarettes pose serious health risks and that the only way to avoid them is not to start or stop smoking. To help build a smoke-free world, BAT encourages those who would otherwise continue to smoke to completely switch to scientifically based alternatives.

BAT aims to have 50 million consumers of its non-fuel products by 2030 and generate £5 billion of new category revenue by 2025. BAT has a number of sustainability targets, including a 50% reduction in GHG emissions 1 and 2 and a 50% reduction in Scope 3 GHG emissions by 2030 (versus the 2020 baseline) and 100% of packaging will be reusable, recyclable or compostable by 2025.

BAT employs more than 46,000 people and in 2023, the BAT Group generated revenue of £27.28 billion, with an adjusted operating profit of £12.46 billion.

The company's strategic portfolio consists of its global cigarette brands and a growing range of smokeless and nicotine tobacco products. These include our Vapor Vuse brand; our brand of glo heated products; and Velo, our Modern Oral brand (nicotine pouch). These New Category products have generated more than £3bn in annual revenue since their introduction a decade ago.

We currently have 24 million consumers of non-fuel products, whose income represented 16.5% of the group's income in 2023.

*Based on the weight of evidence and assuming complete cessation of cigarette smoking. These products are not risk-free and are addictive.

† Our Vuse vapor product (including Alto, Solo, Ciro and Vibe) and certain products, including Velo, Grizzly, Kodiak and Camel Snus, sold in the United States, are subject to FDA regulation and no claims will be accepted reduced risk with respect to these products without agency authorization.

About McLaren Racing

McLaren Racing was founded by driver Bruce McLaren in 1963. The team participated in its first Formula 1 race in 1966. Since then, McLaren has won 20 Formula 1 world championships, 183 Formula 1 grands prix, the Indianapolis 500 on three occasions and the 24 Hours of Le Mans on his first attempt.

McLaren Racing competes in six racing series. The team competes in the FIA ​​Formula 1 World Championship with McLaren F1 drivers Lando Norris and Oscar Piastri, the NTT INDYCAR SERIES with Arrow McLaren drivers Pato O'Ward, Alexander Rossi and David Malukas, the Formula E World Championship ABB FIA with NEOM McLaren Formula E Team drivers Jake Hughes and Sam Bird, the Extreme E Championship with NEOM McLaren Extreme E Team drivers Cristina Gutiérrez and Mattias Ekström, and the F1 Academy with ART Grand Prix and Bianca Bustamante, member of the Driver Development program. The team also competes in the F1 Sim Racing Championship as McLaren Shadow, having won the 2022 Constructors' and Drivers' Championships.

McLaren is an advocate for sustainability in sport and a signatory of the United Nations Commitment on Sport for Climate Action. He is committed to achieving net zero emissions by 2040 and fostering a diverse and inclusive culture in the motorsports industry.

McLaren Racing – Official website

Photo - https://mma.prnewswire.com/media/2358798...

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