The ask:
Create brand content to engage with our most loyal audience.
The fun:
Multiple Photoshoots, Web Design, Email, Direct Mail, Retail Signage, Promotions, Print Ads, Rewards Program, Community Outreach, Product Design.
CAMPAIGN
The ask:
Tell the Copenhagen story.
The fun:
We captured the lengthy process that goes into creating every can of Copenhagen from top to bottom. From planting the tobacco seed to harvesting the plant. Dark-firing the tobacco leaves to barrel-aging it for 4 years. We used the assets across omni-channel platforms to illuminate the story.
LEGACY
The ask:
What's going to be the brands big news in 2018?
The fun:
We realized that the tobacco crop that was going to be planted in 2018 would make the 4-year long process and be on shelf for the 200 year anniversary. We saw an undeniable opportunity and our clients were completely on board.
Each year, a piece of the process, heritage, and legacy was highlighted and 2022 ended with a huge celebration.
We brought it to life through Activations, Web, Email, Direct Mail, Bounceback Items, Print ads, and even created a Copenhagen store in Nashville, TN to house the whole journey.
PROMO
The ask:
Enrich the relationship with our Core audience and drive trial & conversion with our Competitive audience. Also highlight that Copenhagen only uses 100% American tobacco, a huge selling point for the consumer.
The fun:
To reinforce the premium quality, craft, and pride that goes into our All-American product, we aligned with other American craftsmen putting in their sweat, grit and passion. We told their stories and supported their businesses by giving our consumers limited quantity, handcrafted items from each craftsman.
The invitation mailing was printed on a workshop rag as a keepsake reminder to check in every week.
BRAND RESPONSE
The ask:
Gain a tighter connection with our consumers about our product.
The fun:
We established a Q&A section on our site to allow our consumers to ask the brand anything. We then selected a dozen of the most asked questions and went straight to the farmers and production managers of Copenhagen to capture the answers.
We posted a new video every week for 12 weeks and watched the online community discuss the results. Here's the first set:
PACKAGING
limited edition American pride cans:
We further reinforced the fact that Copenhagen was 100% American-Grown Tobacco by embellishing our product with elements of the American Flag. We announced the news via email.
PACKAGING
limited edition Tactical cans:
To support our Veterans we donated to Hire Heroes – a charity that helps put Veterans back to work. Additionally, we proudly displayed our support by putting our products in uniform. Announced via email.
