Rebranding a European legend for the US market
In Europe, OCB has been the gold standard of rolling papers for over a century. Despite the brand’s superior quality, OCB never dominated in the US like it did in Europe — until they came to us. We repositioned OCB, reimagined their visual and verbal identities, and launched a new campaign that put their world-class quality and sustainability front and center.
Despite the pandemic, we did it in less than 4 months and grew their Instagram following by more than 5X since launch.
Roles:
Copy Lead, Concept, Brand Voice Design, Social Content
Agency: The Annex
Group Creative Director: Nick Lipton
Strategy: Francis Coyne & Francois Xavier-Meyer
Creative Director (Art): Annalise Fowler
Associate Creative Director (Copy): Rick Hickey
Producer: Joie Mikitson
We rolled out short-form content…
Despite being quarantined during the pandemic, we recruited “The Naturals” a group of cannabis enthusiasts, like Ngaio Bealum and Nikki Lane, to film quick-hit tutorials.
…to welcome new rollers into the fold.
“The Naturals” also contributed longer-form content that shared their skills, passions, and personalities, while giving followers a window into their world with OCB front and center.
