“Well, that’s different.” That was my first thought upon the unveiling of Davidoff Winston Churchill, and I imagine similar sentiments were echoed in the company’s board room when the re-branded line was first shown internally. It is the latest in a series of bold moves from Davidoff, the others being Davidoff Nicaragua, the $500 Oro Blanco, and the company’s own concierge service, to name a few. A year ago, Winston Churchill—the brand—was dead in the water, and the company had to do something with the line. The solution is a marriage between two classics, Davidoff and Sir Winston Churchill. The result is a complex, multi-origin blend of seven tobaccos, an all-new band, and branding that not only shows new sides to Sir Winston Churchill, but to Davidoff as well. We spoke to Charles Awad, Oettinger-Davidoff AG’s svp of global marketing and innovation—the man behind re-branding Winston Churchill, as well as some of the more recent transformations to Davidoff’s portfolio—to get a better idea of how Davidoff went about reinvigorating the Winston Churchill brand. Reklame: At what point did Davidoff decide a re-branding was necessary? Charles Awad: The decision was taken a year ago. After reviewing the situation — from blend to communication to consumer response to the brand — on the current Winston Churchill line, it became clear that ...
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