Hey AJ...Your advertising campaign stinks!

Looking through my new Aficionado yesterday, I couldn’t believe what I was seeing.

It’s a full page glossy scene of a deathly pale grey-skinned $5 hooker (or mannequin) in a dimly lit room in the late evening or early moring hours, reclining in seductive clothing on what is obviously a flop house couch, and she’s supposedly “enjoying” “the best stick of the day”, while holding a cigar in her hand. Outside the open window behind her is a bright neon "hotel" sign with one letter burned out. It’s garish, sleazy, vulgar, and misogynic. There are even letters to the editor complaining about some of his previous ads.

AJ Fernandez may be one of the best cigar blenders to come along in some time, but his advertising campaign is not helping him, in fact, it may even be hurting him. If I were not familiar with his cigars, his advertising would not entice me to try one, but it would encourage me to avoid them. For a guy who makes a very classy product, this is just the WRONG message to be sending.

If anyone at Cigar.Com has any influence with Mr. Fernandez (HEY ALEX), please take him aside and try get through to him. He may be going for a “cutting edge” approach, but the only thing he may be cutting is his own wrists.

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The Kid

bbass2:
I'm not a fan, but not particularly offended by it. It just looks to me like an ad campaign that's over the top to make up for a mediocre stick. If I didn't know anything about AJ I would probably avoid it based on that ad, but thankfully I know better and they're on my list to try.

I dont understand how you can justly label them a mediocre stick when they are on your list to try???? Just sayin

bbass2

I guess I wasn't clear in that statement. If I just saw that ad in a mag with no knowledge of AJ's work then that is what I would think. Luckily I've had enough of his smokes to know that he makes excellent stuff, and therefore it's on my list.

The Kid

bbass2:
I guess I wasn't clear in that statement. If I just saw that ad in a mag with no knowledge of AJ's work then that is what I would think. Luckily I've had enough of his smokes to know that he makes excellent stuff, and therefore it's on my list.

Ohhhh I got it,, makes sense!!!!

JDH

catfishbluezz:
JDH, are you not going to buy AJ's sticks as a result of this ad?

Maybe you should go back and re-read what I've posted. I have said repeatedly, that for those who have no clue about AJ and his talents, this is ad might be a first impression, and I believe that in many cases it will be a bad first impression, and it may prevent somebody from seeking out his cigars. It could be bad for his business. It's a very competitive industry, and he's a newcomer. There's no sense in TRYING to aleniate customers.

JDH

crazystix:
Well at least the hooker ad is better than this one:

Actually, this one is actually funny IMO, because it's so obviously a spoof.

cigarsemail@gmail.com

Frankly I think it comes down to personal choice. Bottom line is this: The ads worked if there is an entire discussion about them.

Not everyone thought the HangOver was a great movie nor did everyone think that the HANG OVER was "offensive" but yet everyone talked about it for years.

I'd rather see AJF's ads than look at the Fuente's sitting in the middle of a field like they have with the same photo for the past 20 years! It's a cigar magazine......not the Book of Mormon!

Alex Svenson

I thought I would weigh in on this. Personally, I don't offend easily and have a very different sense of humor so i found it funny. That said, I could see how the ad isn't for everyone.

I will say this, being that Cigar.com is actually a marketing company as much as it is a cigar company given we market direct to the consumer. In marketing, the worst, thing you can be is forgotten. Funny or offensive, I will say people are talking about it and Im sure most people will be on the lookout for what the next ad will be. In fact, picking up the magazine, it may be something people start thumbing to out of the gate. Are they alienating customers, maybe, time will tell. I think of all the ads, this is the only one that could be considered a over the edge by some and Im sure this about the limit they are going to go to.

What drives me nuts about cigar aficionado advertisements is the redundancy. Companys run the same tired ads over and over again. While the syle of AJs ads isn't for everyone, I wish other companies would take a page from his book and at least start changing it up. I am also so tired of seeing someone in their field, riding their horses through plants, rolling cigars. It is okay every now and again but I look at liquor ads, many of which I find catchy and identify with and wonder why the cigar industry can't do a better job. For me, the real irony is that many of the ads of guys making cigars, standing in fields don't own factories, farm tobacco or even know how to actually roll a cigar. For some, I think they are compensating because they know they have an interesting brand but don't know a ton about tobacco and are trying to look the part. Enter AJ who knows arguably more about tobacco than most anyone so rather than make that the focal point of his marketing, he tries to entertain. I do think and hope there is more of a happy medium in his future ads, some have accomplished that, but I am going to shoot myself if I see one more advertisement of a guy sitting on a bale of tobacco.

For you guys who have not seen his other ads, here they all are. Like I said, they are not all over the top, just a small handful and I think they are all pretty catchy IMHO. AJ Fernandez Cigars Media Page. For me the one of the people standing at the airport advertising the arrival of the new oval is my favorite I think it is the most provoking.

On the topic of ads, the 1800 tv spot with Michael Imperioli is tops. That guys could play a guys guy in any roll.

The Kid

Thanks Alex, and as I said before I liked the ad and did not find it offensive. I have tried most of the San Lotano's save the Oval Maduro and have thoroughly enjoyed them all!!!
Thanks for sharing the other ads,, the gentleman wearing the blue shirt in the Airplane ad looks like Clay Roberts who was/is his VP of marketing. I met him at an AJF event and he was very excited about the new (at the time) San Lotano. AJF has really come unto his own with this blend and I look forward to more of his achievments...
I agree the ad with Michael is good, I also like the Dos XX commercials and of course Kieth Stone,,always smooth...
(EDIT) One more thing I forgot to mention.. Mr. Roberts is a great guy and it was a pleasure to meet and talk with him.

catfishbluezz

JDH:
catfishbluezz:
JDH, are you not going to buy AJ's sticks as a result of this ad?
Maybe you should go back and re-read what I've posted. I have said repeatedly, that for those who have no clue about AJ and his talents, this is ad might be a first impression, and I believe that in many cases it will be a bad first impression, and it may prevent somebody from seeking out his cigars. It could be bad for his business. It's a very competitive industry, and he's a newcomer. There's no sense in TRYING to aleniate customers.

I did read them... Being that you are the most offended person, I figured it would be nice to know if it would adversely affect your buying. Judging by the response of most on here, I'd say his chances of alienating customers into not buying his sticks via this add is minimal in comparison to how many more he will sell over the hubbub you and the other offended party's will create. My two cents...he ain't going anywhere but up with adds like this.

docbp87

JDH:
"...Personally, anyone who is offended by this ad must live under a rock... "

Doc, you are entitled to your opinion. Since you have chosen to get personal in your observations, that's your business but I won't stoop to that level. I find the ad sick, disgusting, and revolting, and other readers (of the magazine) have voiced a similar opinion. Because others find the ads to be offensive, the logical conclusion is that AJ might be loosing customers un-necessarily.

BTW, I'm very comfortable with where and how I live, thank you very much. I don't live in a cave, and I am very aware of the world as it is. If you enjoy the ad, more power to you; that's your business, not mine.

If you are butthurt that I said anyone offended by this ad must be living under a rock, it isn't even worth discussing this with you. To be offended by this ad, you must be offended by most every piece of media you see in the world on a day to day basis. If you want to get personal, at least. Do you own a television? Use the internet (other than to visit this forum, which, aside from the pornography DD provides us with, in both the Get Today thread and the Daily Hottie thread, is pretty clean)? I'm being a sarcastic ass, sure, but the point is that you gotta be living in Amish country to find a slight innuendo and a girl in lingerie as offensive as you have, given the state of media today, where sex and violence are not only everywhere, but they are generally met with a blasé attitude.

Personally, I'm with Alex, in that the same old ad formula for cigar marketing is tired as hell. I love LFD, but that ad with Litto and his wife riding through the field has been the same for years now.

jj20030

how about this aj fan, lol http://www.cigarasylum.com/vb/showthread.php?p=1595826

jj20030

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San Lotano--- Connecticut,Habano,Maduro

The Kid

Thats pretty fn cool, Now he needs to get inked up with the chick.....
Im sure theyll be some room 101 tats out there too..

y2pascoe

JDH:
It’s a full page glossy scene of a deathly pale grey-skinned $5 hooker

There's no way she's servicing johns for $5 a pop. That's two Benjamins an hour at least with a frame that put together.

Dark Roast

She's a professional pool player/hustler and had a bad run on the tables. It is "The best stick of the day" No harm no foul.

Beernfritos

Finally saw the ad. classy is certainly the furthest word from my mind. But on the other hand, everyone is talking about it, and the cigar is definitely the best looking thing in the photo, given that the woman looks like a skankapotamus in that environment! And its been said once already, if it gets people talking... marketing nailed it... might be the beer talking though.

big chunks

Honestly AJ is by far my favorite blender, I will continue to buy his cigars but his advertising is like a western, it's either Good Bad or Ugly, as long as the guy in the blue gimp outfit don't show up no more im good

Alex Svenson

Okay folks, I think it is time to close this thread. Everyone had a chance to say their piece and one of the greatest things about this place is that it brings people with different ideals together among a common thread of passion for cigars. I am sure that that is one thing that gets unanimous agreement. Good discussion, good debate, but let's move on.