Davidoff Cigars wanted to back its Black Pillar range of cigars with a new campaign.
We created ‘Taste The Elements’ to represent the shift for Davidoff Cigars positioning by offering three stronger flavours – a change, given that the Davidoff brand is traditionally known as a milder smoke.
We took an unconventional approach for the cigar category by moving on from lifestyle-based marketing and putting the provenance of the tobaccos used in each new flavour at the heart of the strategy.
To do this, we drew on the geographical origins of each tobacco – Brazil, Nicaragua and Yamasa in the Dominican Republic – to bring their tastes to life visually.
The three flavours are represented by the elements of fire, water and earth. In Nicaragua the fire of the volcanic soil suffuses the cigar with intensity. In Escurio, Brazil, the rain and ocean of the bay region lend a sweetness to the taste. And in Dominican Republic, the red soil of the Yamasa swamplands adds spice to the smoke.
We created a range of assets that are suitable for use across markets with different laws about tobacco advertising. These assets include event promotion stands, print ads, in-store materials and social media content.
Eddie Simon, Chief Marketing Officer at Davidoff Oettinger, said: “Davidoff is known for our pioneering, innovative approach to the craft of cigar making, so the unconventional approach Free The Birds has taken with the Taste The Elements campaign really works for us, cementing the brand as something for adventurous people with open minds and wide horizons.”
Paul Domenet, communications creative director at Free the Birds, said: “Davidoff have always encouraged us to do category-changing work and this campaign lives up to that ethos. Visually and verbally, it’s a million miles from the traditional world of cigars.”
The campaign, which is running globally through the rest of 2019 was unveiled on July 1 at this year’s International Premium Cigar & Pipe Retailers Association trade show, held in Las Vegas.
We’ve worked with Davidoff for over seven years across their entire cigar portfolio. Together, we won silver at the Design Business Association Awards in 2019 for our work on Davidoff’s Winston Churchill range.