PARTAGAS CORTADO
As one of the oldest brands in the cigar industry, Partagas had a unique messaging challenge when creating a print ad for their new Cortado cigar. As their first cigar crafted in Nicaragua, and their first cigar to use a particular tobacco leaf, Partagas needed to simultaneously convey their expertise while showcasing that after over 160 years, they are still innovating.
As someone well versed in Partagas’s voice, I was up to the challenge. The result is a headline landmarking the magnitude of this cigar’s release, with body copy delivering on their centuries of cigar experience. This print ad was recently published in industry magazines like Cigar Aficionado with a readership of well over 1M.
Banner Ads
An alternative version of the print ad headline appeared on the digital support for the Partagas Cortado launch. Banner ads on Cigar Aficionado as well as other industry websites read “Expertise Meets Innovation.” I wrote this as a more succinct way of conveying the greater Cortado message in a voice that reflects the brand’s premium product.
In addition to the print and web ad support, I wrote a product launch email that was sent to the Partagas database. The email introduced the new cigar and drove fans to use the website store locator to find it. This email had a 37% open rate and a 16% click-through rate.
