Scandinavian Tobacco Group
print / digital / activation
We were challenged to come up with the launch strategy for Granger: a new cigar product in STG’s already vast portfolio. The product had to be presented to the STG sales team, to wholesalers, retailers and to consumers.
First things first, the target: Hipsters! Young and active men, who enjoy all pleasures in life; who love and take pride in smoking; that are not afraid to step out of the tracks. Our strategy featured a presentation event for the sales team, in which we’ve briefed them clearly on the product’s market positioning. To resellers we’ve developed fresh and disruptive point of sales materials, to ensure the product stands out in shelves. To reach consumers, Granger was Lisbon Motorcycle Film Fest exclusive tobacco: an event that lasts for three days and gathers people from our target group.