S&M Brands wanted to make a major statement with its new LEX12 brand of premium little cigars. So it collaborated with the JL Packaging Group on an embossed tin to carry its carefully calibrated branding, protect its product contents, and maintain tobacco freshness. The result is a rich-looking, visually striking package that should be attractive to its first-wave target market of trendsetters, men, and women, in New York, Los Angeles, Miami, and other urban metro areas.
“A strong brand identity is critical to attracting smokers to a new, premium product,” notes Steven Bailey, president of LEX12. “Everything about LEX12 has been artfully designed and made to create a great experience that rewards customers, from the look and taste of the cigars to their high-appeal packaging.”
According to William Dinger, vice president of sales and marketing for JL Packaging, “The LEX12 tins feature exceptional printing and manufacturing quality, highly competitive pricing from China, and always attentive US-based project management. We’re very proud to be the packaging resource for the LEX12 launch.”
LEX12 cigars are intended to deliver premium appeal to both the cigarette and little cigar market. Each hand-packed tin features 12 slender-design, handcrafted-blend, sweet-tip black-filter cigars—sealed to maintain freshness. Tins are supplied to retailers in folding carton packs of five, which double as point-of-sale displays. Cartons are packaged in cases of 10. In addition, a retail display case is available to house 30 tins.
“There are several aspects of the tins that exemplify the attention to detail given to the LEX12 brand,” says Mariah Garner, Marketing Manager of S&M Brands. “While the top of each tin is embossed with the LEX12 logo, the bottom of each tin is debossed in exactly the same position, so each of the 5 tins can nest in the folding carton we pack them in. Also, the package features a lot of rich black and red printing that also uses the silver of the tin itself to great effect in certain spots. Some of the type registration is tricky, but JL Packaging was able to hold it in all cases.”
Currently, S&M Brands is focused on introducing LEX12 to the wholesale market via major 2012 trade shows (Tobacco Plus Expo, American Wholesale Marketers Association, National Association of Tobacco Outlets, and International Premium Cigar and Pipe Retailers). Early interest has been strong with some major distributors already lined up. JL Packaging Group worked closely with S&M Brands through prototyping, a pilot run, and has already delivered its first and second commercial production rounds.