Camacho Cigars stands for authenticity, wrapped in attitude. The brand isn’t afraid to call out phony marketing from competitors, but the company needed a way to gain visibility amongst bigger brands.
Cigar marketing tends to be hilariously bro-dude. So we figured we’d satirize the category with a character who embodies all the bluster, ostentation and casual sexism of the typical cigar ad and call him an “expert.” Brilliantly portrayed by Broadway actor Philip Hernandez, Fernando became a minor social media hit who brought a whole new audience with him for the inventible showdown with real cigar maker, Camacho.
Zero budget netted 18K fans in weeks, generating engagement rates of more than 75%