COLLECTOR’S EDITION PROGRAM
Client Problem & Opportunity
In a highly regulated industry like tobacco, Backwoods must constantly find ways to innovate, create, and inspire adult tobacco consumers while remaining compliant. The brand needed to keep up with an audience that increasingly craves something new while facing restrictions that work against innovation.
Thus, in 2021, the Collector’s Edition Program was created by Matrix MKTG for Backwoods. We partnered with influential Music Studios / Labels in the United States to tap into influential partnership of the Alternative Distribution Network (ADN)* in key markets to distribute new, culturally relevant limited edition Collector’s Packs.
*The ADN program, created by Matrix MKTG, is a unique distribution network that offers sales locations in non-traditional spaces, including entertainment venues, clubs, music studios, podcast studios, and more.
Execution
The program began with an exclusive experience that started with 2 private jet flights to the Dominican Republic, with partners that included the CEO of Empire Records/Distribution, SVP of Artist Development at Generation Now, Co CEOs of Street Execs Mgmt & Label, and CEO of Gashouse.
While in the Dominican Republic our partners toured the Backwoods factory as saw the entire production process, observed a quality control evaluation method, and received a presentation on the product development process, from farm to store. After inspired by the Backwoods process, our partners were able to create their own custom designed packs by selecting the specific tobacco leaf to be used while working with designers to develop each of their custom packs.
Largest single order
in ITG history
units
and
of the Alternative Distribution Network (ADN) partners renewed their retail sales licenses and opted to continue their relationship with Backwoods.
Strategic Objectives
To leverage relationships with highly influential players in the entertainment and music industry. To generate long-term brand equity with key audiences by tapping into existing affinities. To integrate Backwoods into culturally relevant and authentic smoking spaces.
Allure Pack:
in
attendance
for launch
Co-Branded
in category
history
Results
The collaboration enabled Backwoods to leverage each partner’s unique connection to key lifestyle touchpoints, including music and nightlife, to reinforce Backwoods’ relevance to its consumers and their passions.
