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Case Study – 7-20-4 Cigars
7-20-4 Cigars
Kurt Kendall, New England Vintage Cigar Distributors of New England

Case Study – 7-20-4 Cigars
In 2008, Kurt Kendall rekindled the world-famous 7-20-4 Cigar brand. The cigars were
originally manufactured in Manchester, NH by R.G. Sullivan starting in 1874 and became
the world’s largest cigar manufacturer until it closed shop in 1963 after the Cuban Embargo.

What they needed
Kurt had already built a great reputation locally for his two (now three) cigar stores,
Twins Smoke Shop, but wanted to build a national brand presence for his 7-20-4 cigars.
He needed someone to take 7-20-4 cigar’s advertising to a nationwide audience.

What we did
CharmLab designed a billboard and tradeshow booths, custom Drupal website, and national
magazine ads. The two-sided billboard can be seen at the Mall of NH and on I-293.
The tradeshow booth and 3D lenticular lightbox made 7-20-4 the talk of the 2010
IPCPR tradeshow. The national magazine ads for the new line of 7-20-4 Dogwalker
Cigars have run in Cigar Snob magazine and Cigar Aficionado magazine.

The Result
K.A. Kendall’s 7-20-4 Cigars are now sold at hundreds of cigar retailers around the US.
The cigars have received smoking reviews and the 7-20-4 “Robusto” is in the running
for “2010 Cigar of the Year”. CharmLab is looking forward to developing more advertisements
and promotions for 7-20-4 Cigars.

Charms Provided
Brand Identity
Drupal CMS
Content Development
Marketing Strategy
Event Promotion

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