Winston Churchill Cigars

Winston Churchill Cigars, a cigar collection, re-launched its Winston Churchill collection in the UK by creating six different cigars to represent the many traits that made up Churchill.

Design consultancy: Free The BirdsAdvertiser: Oettinger Davidoff AG

Executive Summary

Winston Churchill Cigars, a collection created by esteemed cigar-maker Henke Kelner and Sir Winston Churchill's great-grandson Randolph Churchill, was underperforming commercially and being delisted in most accounts.

In 2014, Davidoff, which had crafted and blended the collection under license since 2007, set out to turn around its fortunes.

  • The opportunity: To leverage the iconic Churchill name
  • The solution: A re-imagining involving a complete overhaul of every aspect of brand design and visual communications, with closer re-alignment to the Davidoff brand
  • The challenge: To build growth in a...

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