Camacho Cigars "Fernando"

Creating a unique character to tell the Camacho Cigar story

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%
Radio Spots
Fernando promotes his Facebook page and cigar expertise in these spots.
Facebook Memes
Social Posts & Fan Comments
Print Ad 
 A 2-page series in Cigar Aficionado began with Fernando promoting his expertise before being busted by Camacho.

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