Agency: Ogilvy & Mather Author: N. Rudd Jones

Henri Winterman Special Mild
How a growing brand and an established range supported each other through effective TV advertising


INTRODUCTION

Special Mild is a mild cigar made by Henri Winterman. It was launched in January 1980, but by the autumn of that year it had become apparent that the brand faced several problems, and all aspects of its performance were evaluated.

As a result of this evaluation, Special Mild's position in the market was clarified and Henri Winterman became committed to sustained advertising for the brand. This case history demonstrates how advertising made a major contribution to increasing the brand's market share, and also similarly benefited the entire Henri Wintermans range of cigars by maintaining their sales volume over a period in which the overall market volume declined.

MARKET BACKGROUND

The cigar market