Altadis U.S.A. is a premium cigar manufacturer who produces some of the world’s most well known premium handmade cigar brands including Montecristo, Romeo y Julieta, H. Upmann and VegaFina (to name a few). Operating in a niche category, Altadis U.S.A. challenged FEED PR to find novel ways of gaining new consumers and opening up the category.
Knowing the challenges facing their industry, we adopted a two-pronged approach: (1) We used the strong and luxurious heritage of Altadis U.S.A.’s core cigar brands to target modern men’s luxury and lifestyle magazines to find new smokers and category dabblers. Through write-ups in publications like Robb Report, Auto Week and Golf.com, we gained millions of impressions from new consumers for Altadis U.S.A.
(2) Our second tactic was to grow Altadis U.S.A.’s presence in endemic trade publications such as Cigar Aficionado and Halfwheel.com. We leveraged our connections with influential writers and editors to gain valuable write-ups on Altadis U.S.A.’s newest and most important product launches. Together, these tactics helped the brand expand their influence and find new consumers despite operating in a niche product category.