Davidoff Nicaragua: Explore, adventure and discovery
DewGibbons + Partners
Losing market share and faced with innovative competitors, Davidoff Cigars was seen as exclusive but relatively expensive, old-fashioned, and short in relevance to today's cigar aficionados. Enter Davidoff Nicaragua, a new range of cigars from Nicaragua with a completely different taste profile.
DewGibbons + Partners teamed up with ad agency Johnny Fearless. Working closely together, and alongside Davidoff s in-house team, the job was to build customer desire and reappraisal of Davidoff through a brand identity packaging design and an integrated communications campaign for this new brand.
Ten months post-launch, Davidoff Nicaragua has already far exceeded all first-year expectations:
- Sales value running at an incredible +190% versus forecast
- Sales volume hugely outperforming forecast by+187%
- Full distribution in network of Davidoff retailers
- 70% incremental sales — outstripping target by 20%
- 27% growth to the Davidoff brand as a whole — outperforming target by 7%
- Immediate return on design investment