The Victory Cigar
The Challenge
No matter what the Celtics did, the national press would not give them any respect. Even with the Celtics in the 2024 NBA Finals, there was nothing coming their way but shade.
The Insight
As the agency for Massachusetts Tourism and being from Massachusetts ourselves, we decided to back our people. We did it in a way that only the fans of the Boston Celtics could. By doing something that legendary coach Red Auerbach would have done.
The Solution
After the Celtics won the NBA championship, we created 18 custom cigars, each laser etched with the words of the Celtics’ many doubters. The “Victory Cigars” were mailed directly to super-fans and naysayers to spark social conversation
Each Victory Cigar came in a handsome commemorative case. There were only 18 available, one for each banner the Boston Celtics now had hanging from their rafters.
The Victory Cigars were presented to Charles Barkley, Shaquille O’Neal and Kenny Smith at the opening tip off for the 2025 season.
Hall of Fame Celtics player Paul Pierce would smoke his Victory Cigar on every post-game interview. Mark Wahlberg, Dave Portnoy, Cousin Stizz and thousands of Celtics fans would gloat on social channels.
Results
$5M
value in earned media
14.2M
social media impressions
3K
project budget
Get in Touch
For new business partnership inquiries, press questions, and more contact us at Joseph.Bailey@hhcc.com
Let's Go