London agency Free The Birds design new campaign for Davidoff Cigars

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Davidoff Cigars has launched a new campaign focused on the introduction of three new flavours.

The 'Taste The Elements' campaign, created by independent London design agency Free The Birds, avoids the traditional lifestyle-based marketing normally favoured by the cigar industry and instead focuses on the history and provenance of the tobaccos being used.

The three flavours originate from Brazil, Nicaragua, and the Dominican Republic's Yamasa. Free The Birds associated each of these provenances with one of the elements of fire, water, and earth.

The agency created a range of assets that are suitable for different territories and their individual rules on tobacco advertising.

These assets include event promotion stands, print ads, in-store materials, and social media content.

Eddie Simon, Chief Marketing Officer at Davidoff Oettinger, said: “Davidoff is known for our pioneering, innovative approach to the craft of cigar making, so the unconventional approach Free The Birds has taken with the Taste The Elements campaign really works for us, cementing the brand as something for adventurous people with open minds and wide horizons.”

Paul Domenet, communications creative director at Free the Birds, said: “Davidoff has always encouraged us to do category-changing work and this campaign lives up to that ethos. Visually and verbally, it’s a million miles from the traditional world of cigars.”

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