Selected work.
Seven case studies across BAT and Diageo. Agentic AI as the engine of senior marketing strategy, brand architecture, premiumisation, sustainability, AI flavour discovery, cultural-IP partnership.
AI-Powered Storytelling.
An omnichannel content-strategy overhaul across BAT's Vuse, Velo and glo — each rebuilt as its own connected story, with agentic AI as the engine of the method itself. Three strategies in eight weeks, against a global planning milestone.
What's Your Whisky.
The AI flavour-discovery platform Diageo built for whisky — later extended across gin, beer, tequila and cocktails. It reached more than a million consumers worldwide, turning a recommendation into first-party data.
Vaping Done Right.
Five operational programmes brought under one consumer-facing brand framework, with AI tuning the message to every market underneath. Now deployed globally across Vuse's markets — the consumer never saw AI; they saw a message that landed for them.
Go Premium.
A premium thesis validated by AI consumer research across packaging, messaging and campaign before any market spend. Vuse is BAT's leading global vapour brand. Pre-launch validation; H2 2026 launch.
Game of Thrones.
A cultural-IP partnership — eight whiskies, one cultural moment. The curatorial call human; the creative AI-optimised. Sold out within hours, and a key contributor to Diageo's FY19 whisky growth.
Flavour 2.0.
A visual flavour-rating experience that became a personalised, shoppable recommendation — BAT's first AI-powered flavour personalisation tool, rebuilt on 90 days of real performance data.
Sustainability.
A sustainability platform and recyclability programme — including what is believed to be the first AI-powered vape recycling incentive. Transform Awards Europe Gold for the sustainable packaging system.
FAQ
Why are some results shown directionally rather than as exact figures?
Several engagements sit under client confidentiality or settlement terms. Public results cite the public source; commercially sensitive figures are shown directionally and shared in full under NDA.
Can I see the full version of a case study?
Yes. Each case has a “Request the full case study, under NDA” link — the full version includes deployment rates, validation metrics and market-by-market detail.
Do these seven cases mean Parallax Advisory only works in these categories?
No. The slate shows range by type of work — methodology, architecture, premiumisation, ESG, AI experience, origin story and craft — not client count. The methodology transfers across consumer-brand categories.
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