Case Study
David Bruno Signature Ashtrays
About This Project
This project was completed in conjunction with Scott Miller of Miller Communications in Birmingham, AL. Miller Communications had begun a rebranding project for David Bruno Signature Ashtrays.
Miller Communications reached out to Andrew Rusnak with Charlotte Content Marketing to help craft the content that would be used in the rebranding project.
Challenge
David Bruno Signature Ashtrays are handcrafted original pieces designed for cigar connoisseurs, aficionados, and sommeliers.
The David Bruno team wanted content to tie in with their rebranding that not only told the story behind the passion of David Bruno’s work but also the rich history of cigar culture in America and across the world.
This content needed to embody the soul of cigar culture while also promoting David Bruno Signature Ashtrays as the product of choice for distinguished cigar experts.
In crafting the content and messaging, planning took place to utilize the content for future promotions and social media. Snippets from the content were used on Facebook to promote the rebranding effort, maximizing the value of the content while giving consumers a more narrow focus in the marketing funnel over time. This led to more qualified leads.
Thought was also put into how the content could carry the brand for the next two quarters after the initial rebranding. The hook was developed by Andrew Rusnak and CCM, structured as the old world meeting the new world with cigar lovers of the past sharing much in common with modern cigar aficionados. Working class, high earners, and those of lesser means all come together to enjoy a symbol of camaraderie.
Strategy
Charlotte Content Marketing researched the history of cigar culture as well as reviewed a variety of videos from some of the world’s top cigar experts and tobacconists. CCM also reviewed data related to cigar consumption in the target area where the initial campaign was to be marketed.
A strategy meeting was held about tying this branding content in with the website for David Bruno Signature Ashtrays. Scott Miller used the content that CCM provided in some of the collateral and designs he created for the brand.
Result
David Bruno Signature Ashtrays incorporated this branding content on the company’s website and marketing collateral. It has continued to be used to promote the brand even after the rebranding effort because the content has resonated with customers and created opportunities for engagement. These ashtrays have gone on to be sold at the Davidoff of Geneva location in New York City, located on Madison Ave.
WebbSitesCo was responsible for the web development of the rebranding with Miller Communications, Inc. handling the final design deliverables.
