Creating a competitor

Papers were previously seen as the “cheap freebie” rolling papers, often discarded in favour of Rizla, which accompany Amber Leaf tobacco. Not being allowed to use the Amber Leaf name was turned from a restriction to an opportunity and allowed us to develop a brand equal to any other paper on the market in terms of quality and innovation. Where once 50% of Amber Leaf smokers chose to purchase Rizla the launch of our ‘Handmade’ brand saw an immediate rise in its use.