Case Study: BAT celebrates diversity and inclusion at London Pride 2023 with Bray St. Brand Agency

BAT launches a 360-degree Pride 2023 experience with Bray St. Brand Agency

BAT, a leading multi-category consumer goods company, sought to communicate its authentic commitment to diversity and inclusion with its first-ever presence at London Pride 2023. The challenge was to create a distinctive brand experience that supported its employee group, B United, maximized engagement, and minimized logistical complexity. Bray St. Brand Agency was selected as the specialist vendor to bring this experiential initiative to life.

Bray St. developed a 360-degree solution centered around a creatively wrapped parade float and unified messaging, using the letter 'B' for themes like "B Proud" and "B Yourself." The activation included a performance by a drag artist, branded t-shirts, and a supporting social media campaign. The result was a highly positive reception both internally and from the crowd, which elevated the status of BAT's B United program and its D&I initiatives. Bray St. successfully delivered an authentic partnership that aligned with BAT's strategic vision.

BAT