Leonida Profile
Redwood is the tobacco brand that does not need to explain itself. It is on the counter. You have seen the logo your entire life. The red and white packaging is the default visual of the tobacco shelf in every Leonida convenience store, gas station, and roadside bar.
The advertising uses images of open country, trucks, and men who smoke outdoors in places where smoking outdoors is the only option. The imagery communicates self-reliance and refuses to communicate anything about the product beyond its existence. This has been the campaign for longer than current Leonida adults can remember.
In volume terms, Redwood sells more units per day in Leonida than any other tobacco product. Debonaire outsells it at the margin level. Redwood does not compete on margin. It competes on presence. There is a Redwood display at every point of purchase in the state and that is the strategy executed in its entirety.