Problem
- A leader-brand facing industry maturity needed to reengineer its market position. Since 1861, Swisher had manufactured quality tobacco products, shipping more than 2 billion cigars per year to over 70 countries. As consumer tastes changed, they set about a new strategic course to diversify their offerings and double-down on the value and knowledge they bring to their trade partners.
Solution
- Aggressive new trade marketing campaigns to amplify a bold new strategy. With their vision of offering a wider portfolio of products and position as the retailer’s strongest channel partner established, we launched a robust new trade campaign with events, a new website, video, value-added programs with the trade media, direct marketing, and social media.
Impact
- #1 and #2 best-selling large cigars in the U.S.
- Growth and thought leadership in emerging product categories, such as nicotine-on-demand
