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Date: June 25, 2012
FOR IMMEDIATE RELEASE
Gabriel Pineres 786.541.7411
Liza M Santana 305.968.2384
(Miami, Florida) June 25, 2012— Dona Flor U.S.A. is excited to introduce their brand new marketing campaign to the U.S. market. The “Find Your Dona Flor” campaign is a play off the famous Brazilian novel that the cigar brand was named after. “Dona Flor and Her Two Husbands” (just like the Dona Flor cigar) encompasses the passion, lust, desire, sounds and culture of the Bahia region in Brazil, which is where Dona Flor cigars are manufactured. The ads will be featured in Cigar Aficionado, Cigar Snob Magazine, and other widely read cigar publications.
Dona Flor U.S.A. recently made the announcement that the 100% Brazilian cigars known for its distinct flavors is ready for its much awaited comeback to the U.S. market. Legal issues which have now been resolved kept Brazil’s best-selling cigars off the shelves in the U.S. until now. American businessman and cigar enthusiast Chris Edge is ready to begin distribution here in the U.S. After visiting Brazil and the Bahia region, Edge felt that the new campaign needed to reflect the story of Dona Flor and her two Husbands. Mario Mendez, the founder of Menendez Amerino who manufactures Dona Flor cigars was a close personal friend of Jorge Armando, the author of the novel. Armando named and based an important character in the book after Mario Mendez and in return Mendez created and named Dona Flor cigars after the novel.
The novel takes place in Bahia where Dona Flor cigars are actually manufactured and is about a woman (Flor) who has a love/hate relationship with her irresponsible husband (Vadinho) who suddenly passes away. She promptly misses his lust and love for life even though those close to her felt she was better off with him out of her life. She later re-marries a man who was everything her first husband was not. The dull pharmacist (Teodoro) was the responsible man she envisioned her first husband being, but lacked his fire and passion. On the anniversary of his death, Vadinho appears to Flor in the nude and explains that she called him to share her bed with him. Only she can see the spirit of Vadinho. After she protests as she wants to stay faithful to Teodoro she eventually gives in and lives happily with both husbands. The novel reflects Dona Flor Cigars philosophy which is to maintain balance and savor the moment before its gone. The novel was later turned into a feature length film and 35 years later it is still the highest grossing film in Brazil. One can easily see that “Dona Flor” is literally interwoven in Brazilian culture. Dona Flor Cigars presents a real chance for Americans to savor the moment Brazilian style.
The “Find your Dona Flor” campaign challenges the consumer to live life with passion and flair. To enjoy the special moments we have as if they were our last. To find the passion in your life and to hang on to those special little moments that make up the tapestry of our lives. Your wife, husband, children, friends acquaintances are all so very important that we sometimes lose our sight on the important things in life. Find your passions, Find your Dona Flor. The ads are an expression of individuality and passion using the colors of Brazil and the spirit of Dona Flor. This is a Dona Flor cigar: Passion. Dona Flor cigars are created by Cuban descendants who have the passion for perfect tobacco, the perfect soil, the perfect flavor, recipe for a truly perfect cigar. Menendez Amerino which is celebrating 35 years in existence is ready to share with the U.S. its Brazilian passion for life through their award-winning Dona Flor cigars. With 5 unique blends 10 different sizes of 100% Brazilian tobacco, we challenge you to FIND YOUR DONA FLOR.
The IPCPR in Orlando will be the platform for the unveiling of Dona Flor cigars which have garnered ratings from Cigar Aficionado Magazine of 92, 89, and 88. Dona Flor’s cigars are 100% “puro” with filler, binder, and wrapper all grown in Bahia which makes the final product one of the most unique and flavorful premium cigars in the world.
Dona Flor USA/ donaflorusa.com / 877.321.5569 / firstname.lastname@example.org
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Principal, Creativas Group Public Relations, Branding & Events