Plasencia Cigars has announced the launch of a new brand campaign titled “Born of This Land,” marking 160 years since the Plasencia family began growing tobacco in 1865.
The campaign represents the latest phase of Plasencia’s ongoing brand evolution, following the introduction of an updated logo, visual identity, and redesigned cigar packaging. While those changes focused largely on the company’s visual presentation, Born of This Land shifts attention toward the people and agricultural practices behind Plasencia’s cigars.
The campaign will feature members of Plasencia’s tobacco and cigar operations, including field supervisors, agricultural engineers, crew leaders, fermentation specialists, quality-control personnel, and cigar makers. Participants will be identified by name and role, with the campaign highlighting their individual stories and involvement in the tobacco-growing and cigar-making process.
“One hundred and sixty years is far more than a milestone for our family; it represents five generations of resilience, sacrifice, and unwavering respect for the land that has sustained us since 1865,” said Néstor Andrés Plasencia, a fifth-generation member of the Plasencia family. “Each generation has inherited the responsibility to leave the land better than we found it and to pass our knowledge, the language of tobacco, to the next. For me, what we do has always been about lighting up people’s souls. Born of This Land honors the people, the knowledge, and the land that make that possible.”
Plasencia says the concept will also emphasize terroir and the role that growing regions, climate, soil, and generations of agricultural experience play in its tobacco.
“Our vision is for the land to become an even more defining part of how people understand Plasencia,” said Ed Bello, Chief Executive Officer of Plasencia Cigars. “Terroir is not simply where our tobacco is grown; it is the relationship between the soil, climate, people and generations of knowledge that ultimately shapes what you experience in the cigar. Born of This Land gives us a platform to tell that story with greater clarity and to place origin at the center of how Plasencia expresses itself to the world.”
Born of This Land will appear across Plasencia’s print and digital advertising, retail materials, and experiential marketing.
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