Design consultancy: Free The Birds
Advertiser: Oettinger Davidoff AG

Executive Summary

Winston Churchill Cigars, a collection created by esteemed cigar-maker Henke Kelner and Sir Winston Churchill's great-grandson Randolph Churchill, was underperforming commercially and being delisted in most accounts.

In 2014, Davidoff, which had crafted and blended the collection under license since 2007, set out to turn around its fortunes.

  • The opportunity: To leverage the iconic Churchill name
  • The solution: A re-imagining involving a complete overhaul of every aspect of brand design and visual communications, with closer re-alignment to the Davidoff brand
  • The challenge: To build growth in a static, highly regulated global market
  • The impact: Results of re-launch in June 2015 have been phenomenal