Plasencia Cigars today unveils Born of This Land, the next chapter in the company’s brand evolution as it honors 160 years of growing tobacco. Inspired by this milestone, the campaign builds upon Plasencia’s recently introduced evolved brand identity, new logo, and redesigned packaging, continuing the company’s journey to more authentically express the people, philosophy, and agricultural heritage that have defined the Plasencia family for five generations.
For 160 years, the Plasencia family believed that cigars begin long before they are rolled. They begin in the soil, in the care given to every tobacco plant, and in the generations of men and women whose experience, patience, and dedication transform nature into premium cigars.
“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.“
While Plasencia’s evolved visual identity and redesigned packaging introduced a new expression of the brand, Born of This Land gives that philosophy its most human expression yet. The campaign features field supervisors, agricultural engineers, crew leaders, fermentation specialists, quality experts, and master craftsmen whose knowledge and skill shape every Plasencia cigar. Featured by name, role, and personal story, they represent generations of knowledge carried through every step of the process, from soil to smoke.
“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 launch across print, digital, retail, and experiential platforms, extending Plasencia’s evolved identity through a unified expression of the company’s enduring respect for the land, its people, and the generations of knowledge that have sustained the family since 1865.
