One of only a handful of truly authentic cigar-industry stories, the Toraño
family is now in its fourth generation, and only eight years away from a century
of producing fine tobacco and premium cigars. From its 1916 beginnings in
Havana, Cuba, the family-owned brand has filled an important role, and made
epochal contributions that span several countries. Company president Charlie
Toraño states, "Recognizing the importance of our Cuban origins and our family's
decades of accomplishments, we are transitioning our marketing thrust from
product and lifestyle ads to a new advertising campaign, reminding consumers of
the bedrock Toraño name"
"Our Roots Run Deep" is the theme of the new ads, the first of which appeared
in the October issue of the consumer magazines. The ads will maintain the same
format, spotlighting Charlie and his father Carlos (board chairman). An open,
partially-filled cigar box features the message. This template concept will have
changing photos and text, but will remain an ongoing, recognizable appearance.
The "Our Roots Run Deep" message, combined with a tobacco-plant graphic,
fortifies awareness of their Cuban heritage. The first ad's secondary headline,
"Never Smoke Alone," points to the Toraño spirit, which accompanies the smoker
in every cigar experience.
The company was founded in 1916 by Santiago Toraño in Havana, Cuba. His son,
Carlos, expanded the tobacco growing business into one of the most prestigious
on the island. Among the company's clients in the 1950's was the factory of his
brother-in-law, Ramon Cifuentes (Partagas), as well as the factories of H.
Upmann and the Tampa-based of J. C. Newman family.
Upon their 1959 exile from Cuba, Carlos joined General Cigar's Connecticut
Valley farming operation, as a tobacco growing and processing specialist.
Shortly thereafter, Carlos became a pioneer in the Dominican Republic,
introducing Piloto Cubano seed there, and teaching the Dominicans how to
properly process it. Piloto Cubano is a bulwark of the industry to this day. He
was so respected for laying the foundation of what became the world's largest
cigar producing country, its government honored him in a special obituary in the
national newspaper.
After his death, his son, the present Carlos, took the helm of the company,
and the family made a major shift in the 1990's, by focusing on cigar
production. Their factories in Honduras and Nicaragua presently make their own
brands, and they have several tobacco processing facilities.
The ads will run in major cigar trade and consumer publications on an ongoing
basis. Future promotional plans include the use of the "Our Roots Run Deep"
theme on branded merchandise, which will be featured at events across the
country. Bruce Lewis, Brand Manager for Toraño, adds, "As a result of the
family's depth of experience and expertise, they have successfully launched more
than 10 brands, the majority of which have received 90+ ratings, as well as
international awards and accolades. Our future goal will be to continue
developing new and exciting blends for cigar lovers to enjoy, including the
soon-to-be-released Tribute 2008 and the new Exodus 50th Anniversary."
Carlos (left) and Charlie Toraño share the spotlight in a new ad campaign,
"Our Roots Run Deep," honoring the family's Cuban roots and near-century in
tobacco and premium cigars
