CAO as a "lifestyle brand"

[Asher]

I just read an interview in Cigar Weekly with Jon Huber from CAO. He says, "our goals for CAO go beyond simply being a cigar producer. CAO is a lifestyle brand". (The forum software won't let me post a URL since I'm a newbie, but you can find the article on cigarweekly.com.)

Personally, I don't care for the notion that a certain cigar brand defines me or adds to my style. I smoke cigars because I enjoy them, not to impress others.

I don't mean this as a dig at CAO or Jon Huber. CAO makes some good cigars, and this "lifestyle brand" thing seems to be paying off for CAO. However, this type of marketing rubs me the wrong way. What do you guys think?

[kyleb]

I agree with you. CAO makes some awesome cigars, but their marketing is just insane. They seem like a company that will say whatever it takes to get you to buy their brand.

[derek]

I enjoy some of their cigars, but never paid much attention to their marketing. I choose a cigar, pickup a couple and try them. If I like it, I will get a few more, but I will not buy a cigar (and or any other product) do to its advertising.

[RigilKent]

i agree with Derek 100% if i like it i smoke it but i dont care about advertising

[diesel]

I shy away from flashy marketing.To me it is cheesy and makes me think they are really trying thier ass off to sell that smoke. I guess you gotta do anything to steal sales away from Fuente, Pepin and Padron.

Personally, I am not into being flashy. Especially when I am enjoying my smoke. Thats me.

[Halon]

I sorta think he might be referring to making their cigars so good that you only really want to smoke CAOs. If he really is talking about CAOs being a status quo then that's outrageous! Hopefully he's just thinking that people will only choose to smoke CAOs after trying a few of the lines.
But I could be pretty wrong.
He could also be referring to everything else CAO produces, like clothes, accessories, poker sets, etc. But that seems less likely than the other two options.


TYLER

[Garvey]

"Lifestyle brand" may build from an effective advertising campaign, but advertising need not be the sole method a brand transitions beyond being the product itself.

As someone new to cigars, I've witnessed interesting ways in which people tend to identify with a particular brand of cigar that seems to go beyond "liking" a cigar. For some, it seems almost a compulsion -- some folks aren't cigar smokers, they're "Fuente" loyalists or committed to a particular cigar from that ISOM.

I may be off or over generalizing -- certainly haven't studied it enough to makea substantial claim beyond an observation. But it seems cigars are no different than beers, shoes, clothes, cars, etc.... Folks will identify with a brand for identity, and often status. It shouldn't be a surprise that cigars work in the same way.

[Garvey]

As an fyi, wiki does a good job summarizing lifestyle brand - and it corresponds fairly well to the industry and academic literature:

"A successful lifestyle brand speaks to the core identity of its customers. Individuals each have their own sense of self, based on their background (e.g. ethnicity, social class, subculture, nationality, etc.). A lifestyle brand provides a powerful supplement to this core identity, by allowing the individual to publicly associate themselves with the brand."

[Asher]

I sorta think he might be referring to making their cigars so good that you only really want to smoke CAOs. If he really is talking about CAOs being a status quo then that's outrageous! Hopefully he's just thinking that people will only choose to smoke CAOs after trying a few of the lines.
But I could be pretty wrong.

Here's another quote from the interview:
"The whole Vegas/LA/NY/party circuit is again another one of those natural byproducts of what our brand represents. Years ago, we saw the potential in product placement with celebrities and backstage luxury lounges, etc. We got our entrée into that circuit and now – more often than not – companies will solicit us for involvement, rather than the other way around. CAO is really more than just a cigar – it represents a lifestyle brand, and part of that revolves around enjoying the finest things in life and having a good time. So the “party circuit,” as you put it, is a natural ‘fit’ for the CAO brand."

[Asher]

Now that I have 5 posts under my belt, I can post the URL:

http://www.cigarweekly.com/magazine/interviews/20080121_jon_huber.php

[Halon]

Ah yes, that's kinda what I had expected. I really don't like it when people market cigars based on the name rather than the taste and quality. Although, CAO has the whole marketing thing down pat! I really do think their marketing is genius.


TYLER

[iioiooioo]

I like the CAOs a lot, but I sometimes wish they were a little less "hip". I wonder what they would cost if they reduced their marketing dept. by 50%....

[Angry Bill]

Personally, I don't buy into advertising. I smoke a cigar either to try it or because I like it. If I don't like it, I won't buy their product, no matter how mush or great the advertisement is. JMHO

[iioiooioo]

The other thing is, even if you don't buy into the advertising, when you go buy one of their cigars I always wonder if the guys behind the counter are thinking "sucker"...

[tubaman]

They aren't marketing to "us" meaning hardcore cigar smokers. They are marketing to the casual, status symbol craving individual. Just like the old Marlboro Man campaign was aimed at convincing people that only real men smoked Marlboro's.

[dpricenator]

I hate advertising, but love presentation. The main reason I grabbed a Gurkah my first time out. Good looking Band with a swordman on it, laid in t a treasure chest looking box, full of loose tobacco. F'n looked cool. And I still love gurkahs. I hate seeing cigars touted as best 25 of the year, and know that serious conesouirs (sp) hate. Of course I am talking about the CAO Vision. Even I did not think the presentation if that cigar was cool. Neon and fine cigars to not mix.

[RigilKent]

no but i have not see a box in person but the integrated hygro seams pretty neat. not sure if it is worth it but i thought that was cool but i wont try one unless i find one at a B&M the reviews have all been to bad for me to order one or five. just my 0.02

[Benzopyrene]

Davidoff is a lifestyle brand. I mean at least I think it is.

[jmatkins]

I do like the CAO line alot, but there are some of there lines that I did not care for. I do think they are the marketing kings of the cigar world but in the end you got to do what you have to to keep the pay check coming in. If that article got them 2% more smoking CAO lines even the flovored line then it did the job. And like Tubman said they are really aiming at the new cigar smokers, if Jim picked up his 1st cigar ever and his wife wanted to try something as well just pick up a CAO Gold and a flavor cigar for the wife. 1 company taking care of both needs. .02

[tedski]

IMO, this type of "lifestyle" marketing is only going to be effective on the new or infrequent cigar smoker. Still, I understand that companies like CAO need to distinguish themselves from their competition and attract new business ... especially in a volatile market like tobacco.

Those of us that have been around awhile already know that quality cigars will sell themselves ... and this concept really extends to all consumer products.