Up in Smoke

Showcasing multiple brands in a cohesive environment can sometimes lead to a lack of unity. General Cigar aimed to incorporate multiple themes into the mix. The solution was to rise above it all.

General Cigar

@ IPCPR

General Cigar, a leader in premium tobacco and the parent company of several premium cigar brands, sought to showcase the new products of each brand in one 8,000-square-foot environment at the IPCPR conference. The individual brands are more recognizable than General Cigar itself, highlighting the need to present each brand independently through thematic storytelling.

Challenge

Tell multiple brand stories while creating a cohesive environment that allows individual brand representatives to showcase their offerings, leveraging the scale and presence of the parent organization, General Cigar.

Solutions

To capitalize on the quality engagement opportunities presented by thematic brand stories, utilize theatrical lighting, motion-activated smoke, golf simulators, luxury sports cars, carefully crafted environmental graphics, and live hand-rolled cigars to engage attendees. Organize the complex space with a clear hierarchy to showcase the featured brands, ensuring each theme has the opportunity and space to tell its story while using the perimeter to define the overall layout. Consistent materials and graphics in the neutral areas between brands will develop a visual language that supports a cohesive environment. Additionally, create a massive and impactful overhead presence through hanging architecture and tower entrances to showcase the General Cigar brand, allowing experiences to stand out intimately without losing sight of the parent company.

Huge open space to relax and enjoy the experience.

Bright display cases are key.

Car give-aways are always fun and add a lot of interest.

Results

General Cigar sales representatives would host successful events, driving a repetition of this overall formula for years to come, while allowing each brand to go bigger and bolder with the themes they brought to IPCPR.

The people behind the project

“Working with the parent company, General Cigar, was never a dull moment. Managing up to 12 brands in one large space was both challenging and fun. Collaborating with multiple brand managers to make each space unique and approachable for retail shop attendees, so they could discuss what’s new in the cigar world (and place orders), was a great experience.” – Joe Brosnan, VP of Operations

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