2. NUB CIGARS
Oliva Cigar Company’s newest cigar
innovation
Created by former rep, Sam Leccia
who originally came from the liquor
industry to work for Oliva
The concept of nubs was created to
deliver the most enjoyable part of the
cigar
The idea is surrounded by the sweet
spot of the cigar.
3. THE NUB THEORY
sweet spot is located at the 3 ½ to 4 inch point.
•The
nub cigar will be longer than 4 inches
•No
ring gauges for Nubs are 4x60 and 4x66 .
•Average
large ring gauge allows the dense ash to form
•The
which insulates the cigar keeping it cool as you
smoke.
4. FACE TO BRAND
Leccia the
•Sam
creator of the nub, is
also the
spokesperson for
the product.
was sent out
•Leccia
as a celebrity to
promote the product
making
appearances at all
promotional events
including launch
parties, trade
shows, and
instructional
demonstrations.
5. MARKETING TECHNIQUES
a pre-launch buzz by launching
•Created
nubcigars.com
consisted of in-store talk ups by sales reps
•Marketing
and heavy blog presence on the internet and in cigar
groups and websites
availability and unique sizes drove up demand
•Limited
before it even had a chance to launch
6. website which
•Interactive
showed exactly what the
MARKETING TECHNIQUES
brand was going through
at all times (ie:
promotional events,
videos in field, trade
shows, etc.)
is an active
•Nublive.com
CONT.
forum where sales reps
and consumers can
share their thoughts
usage of the
•The
freestanding upside down
cigars to show how
dense the ash is
7. PROMOTIONS
off a mini-cooper to appeal to younger
•Raffled
audiences
will be given out after cigar tour is
•Mini-cooper
completed
provided traditional POS items; neon signs,
•Still
cardboard signage, hats, along with other giveaways
and incentives
8. PROMOTIONAL EVENTS
Hosted promotional events in 60 June 2008
different cities across the United 3 North Carolina
States
3 Tennessee
April 2008
2 Virginia
3 Pennsylvania
2 Georgia
2 Indiana
July 2008
2 Ohio
1 Alabama
1 Kentucky
5 California
1 Michigan
1 Arizona
May 2008
August 2008
3 Maryland
4 Illinois
2 Pennsylvania
3 Texas
1 New Jersey
2 California
2 New York
1 Missouri
5 New Hampshire
1 Kansas
2 Conneticut
1 Indiana
1 Rhode Island
September 2008
6 Florida
9. PO
RS
good marketing techniques, generated
•Very
genuine interest
website that showed exactly what
•Interactive
was going on at all times (ie: promotional and
instructional videos, videos in the fields, etc.)
ash and free-standing upside down cigars
•Dense
sparked curiosities
the “sweet spot” of a full bodied cigar
•Captured
in a cigar that was half the size.
10. DOWNFALLS
all retailers sold out of the product with
•Mostly
or without the event (with the 20 box minimum)
•Product availability was next to nothing weeks
after product was originally launched
•After initial launch the follow-up for the brand
was very bad, besides the launch parties,
promotions ended after the launch
•Run a big risk of being a fad after the gimmick
fades what do they have to offer?
11. CONSUMER REVIEWS
Product was viewed as average
“And then a month or so back I finally
got my hands on a sampler. I’ll be
honest, they weren’t that impressive.
The Cameroon had a flaky ash and
none of Cameroon flavor I so enjoy.
The Conneticut and the Habano had
better ashes, but the cigars seemed to
have no soul. Where was the “sweet
spot” flavor I heard so much about?”-
Brian, cigar reviewer
