Rockit Science Agency

Molina Cigar Co. Devil’s Weed

Bringing the rich origin of tobacco and history into a bold tasting consumer brand experience.

Molina Cigar Co.

Devil's Weed

Services Provided: Branding, Advertising, Interactive, Public Relations, Web Design.

The international cigar industry is one of the oldest and most traditional in the world. Molina Cigars, a young cigar company with over 15 years in the industry, wanted to introduce a new line of cigars. Launching new products in an extremely competitive landscape can be a challenge if the brand position and marketing strategies are not on-point. Molina Cigars had twelve months to develop the brand in time to launch at the international cigar market held in Las Vegas.

“Devils’ Weed”

Throughout research it was determined that the Spanish Inquisition coined the term “Devil’s Weed” to discourage mass use of the newly popular tobacco. The brand name, “Devil’s Weed”, provided the product-line a provocative name steeped in rich old world history where tobacco was first used. The brand story was developed by conceptualizing how Mephistopheles or “the devil” would actually package a cigar that would persuade individuals to purchase and smoke cigars. Exploring basic materials available during the Spanish Inquisition, the creative team utilized leathers, parchment paper, and basic wood in the design.

The Package

The consumer package design started with the most common piece of cigar packaging - the cigar ring. The ring featured the brand identity and a special printing process for authentic gold powder ink. The cigars were packaged in a cedar box hand-made in the Dominican Republic. The packaging goal was to represent the rich history of tobacco and align with old world cultural inspirations. The cedar boxes doubled as packaging and point of sale display units. Inside each box were custom illustrations that featured the back story on the history of tobacco and the introduction of tobacco to settlers by the Devil.

The Whole Enchilada

Additional services included website design, brand collateral materials, POP (point of purchase) materials, elaborate trade show booths, sales kits, sample packs, promotional materials and a national advertising and public relations campaign targeted specifically to cigar smokers and cigar publications. Today, “Devils Weed” is one of the premier “newcomers” to the cigar industry with more brands to come.

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The Part Where We Talk About the Awards We’ve Won

In 2009, “Devil’s Weed” packaging campaign won two ADDY advertising awards at the Regional Awards and four ADDY awards, including a Special Judge’s Award, at the Baton Rouge Awards. The packaging was also honored with 1st place in packaging design from the American Design Awards in 2011, and was featured on the consumer package design site The Lovely Package.

So…what exactly did we do? Back to Top.

Services Provided: Branding, Advertising, Interactive, Public Relations, Web Design.