Davidoff Nicaragua: Explore, adventure and discovery

DewGibbons + Partners

Executive summary

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