Macanudo Takes Rolling Cigar Lounge to Top Retailers - Event Marketer

Macanudo Takes Rolling Cigar Lounge to Top Retailers

DB_Silver_Macanudo_2005 Ex
Brand: MACANUDO
Agency: MOMENTUM WORLDWIDE
Awards: EX AWARDS — BEST MOBILE MARKETING PROGRAM
Year: 2005

In an effort to boost retail sales and reinforce its premium positioning, Macanudo took the American Passion Tour—a 45-foot cigar lounge on wheels—to top retail accounts. The rig’s interior was modeled after Manhattan’s ritzy Club Macanudo.

The cigar maker let retailers host the mobile lounge at their stores in exchange for purchasing promotional packs of Macanudo products, which cost roughly $3,500 a pop and included specially priced 10-count boxes and p.o.s. materials.

Inside, visitors found a full interior bar, complete upright humidor, hardwood floors, and a state-of-the-art entertainment system. Customers received a cigar, branded cutter and lighter.

Participating retailers reported sales spikes between 300 percent and 500 percent on event days. In all, the tour made 113 retail stops, and added visits to Macanudo-sponsored events such as the Kentucky Derby, the PGA Tour’s Cialis Western Open in suburban Chicago, and the Taste of Colorado, logging more than 105,000 guests. Smokin’!

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