A niche market of consumers, premium cigar smokers love their rituals of relaxation. They tend to stick to what they know. They have a preference in spirits, cigars, and how to pair them in a given situation. Altadis U.S.A. challenged us to find a way to break into that ritual while simultaneously convincing consumers to switch to Altadis’s products.
We developed an educational cigar and drink pairing program, delivered in-store and online. The online experience centered on a cigar and drink pairing website that allowed users to create their own drinks by dragging and dropping their favorite ingredients on-screen. They were then told which Altadis cigar best matched their tastes. Each time someone played the pairing game they were rewarded with an entry into a sweepstakes. We drove engagement by pushing the promotion across Altadis U.S.A.’s social platforms. We set the promotion up to coincide nicely with some Q2 releases and were able to drum up a lot of excitement across the Romeo y Julieta and Montecristo brands. Giving cigar consumers the sophisticated material they crave along with an engaging, gamified experience turned out to be the way to go. We announced weekly winners on The Cigar Life Facebook page and over Montecristo Social Club, both of which are run by us, for participants to share and drive further promotion and engagement for the sweeps. The promotion came with a branded, leaf-shaped brochure with pairing options from coffee to beers to cocktails for each cigar. No longer will man have to suffer through imperfect flavor notes between their favorite drink and stogie. Now you can go ahead and find the perfect Irish whiskey to go with your Montecristo Classic, and you don’t even have to own a three-piece suit to do it.