For the fourth time, BAT’s glo team rolled up their sleeves and came together with a clear mission: to turn commitment into action. Backed by the spirit of the “Recycle & Plant Together” campaign, developed in Romania, the brand team alongside glo consumers, colleagues from BAT Trading and the Global Business Solutions center in Bucharest dug deep, quite literally. This year, BAT passed the milestone of over 23,000 trees planted.
glo, BAT’s heating device for tobacco and herbal consumables, developed in 2023 the “Recycle and Plant Together” campaign with the first planting initiative of the brand team in Romania, and 4 planting sessions later, over 23,000 tress took root in Buzau and Calarasi counties and close to 200 people – glo consumers, BAT employees and volunteers joined the project, in a common effort to make a difference for a sustainable environment and a better tomorrow.
The aim of the “Recycle & Plant Together” campaign is simple, yet powerful: for every glo device returned at one of the designated collection points, a tree is planted. It’s a small act, but it sends a big message: sustainability is a shared journey.
Angelo Palladino, Marketing Director for the South Eastern Europe Area (SEE) in BAT, said: “Each returned device means more trees rooted for the future! We are inviting our consumers to be part of something bigger than any one of us. At the heart of our brands’ promise is a commitment to positive change rooted in purpose, responsibility, and a vision for A Better Tomorrow™. This campaign brings that promise to life. We’re not just talking about sustainability, we are making it tangible with every recycled device and tree at a time. And we are proud to be part of this journey, for our communities and for the planet we all share.”
BAT has developed a circular approach for the entire life cycle of its products, which is why BAT Romania launched in 2021 a national collection program for the recycling of previous versions of glo, with different campaigns developed in this process. In 2023, the program was expanded to collect Vuse, BAT’s vaping devices. Currently, there are close to 450 collection points active nationwide*, and over 155,000 devices have been collected to date for recycling, from own sources and from consumers.
