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Our goal is to create trust by focusing on products that work, are safe, and drive quality standards forward, not just keeping up with the current status quo. Shawn Short, COO, Aspen Valley Hemp Company
A distinct campfire note leads the scents emanating from the feetmy first cigar has quite a bit more of the note than the other twofollowed by almonds, mesquite, pencil lead, earth, a vegetal note, and some bready sweetness
To be successful, we needed to create a brand as strong and as powerful to take the place of tobacco brands." Neydy Gomez (Crispin Porter + Bogusky) The 1998 strategy To achieve the desired impact with teens, the campaign needed to: Develop a strong counter-market brand Expose the lies of the tobacco industry Direct teens' need to rebel at the tobacco industry Never preach it needed a message other than 'don't' Never condemn smokers Relate to 'sensation-seeking' teens Stress peer-to-peer communication, since teens do not like to be preached at or talked down to From this emerged the campaign concept of a youth movement against tobacco companies, promoted through grassroots advocacy and a creative, youth-driven advertising campaign
