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Black & Mild
The Brief
Black & Mild occupies a space of its own: the convenience and taste of a cigar, filled with the same tobacco that gives a pipe its pleasant aroma. The challenge was turning that distinctive combination into something more meaningful than a product claim.
The Idea
Black & Mild brings together the best of a cigar and pipe tobacco at a price that makes it easy to enjoy. That made it more than a product distinction. It was a way to elevate the moment you were already in.
Chapter One
Three short videos captured the spirit of the campaign and were used online, in email, at trade shows and during sales meetings.
Chapter Two
The brand's voice grew from its defining characteristic: a cigar that brings taste and aroma together. "Sounds of Enjoyment" became a music documentary series featuring musicians who brought different elements together to create something special.
Chapter Three
The launch film for two limited-edition cigars, Rhythm and Blues. The pairing extended both the Taste & Aroma distinction and the musical and cultural spirit of the brand.
Client
Black & Mild
Category
Cigars
Partners
ADs: Caroline Ross, Yi Ma