Changing Signal: Inside Ohserase Manufacturing’s Rebrand of Signal Cigarettes

    Ohserase Manufacturing celebrates its Mohawk Native American heritage with the redesign of its all-natural Signal cigarette brand as well as the launch of a new style, Mellow.


    While Signal offers a lot of great attributes to consumers, what makes the brand so special to Ohserase? Like many great companies, we believe in giving back to the communities that support us. Signal allows us to support Native American charities across the country. We take a portion of every sale to help the underserved and disadvantaged Native American communities around the country. This is, by far, our most rewarding work and why Signal is so special to us.

    Why should retailers choose to carry Signal’s all-natural cigarettes? Most retailers know that the only growing cigarette category is the all-natural category. This is evidenced by the growth of Native American Spirit and validated by Altria Group entering the category with Nat Sherman International’s Nat’s. Signal provides three unique things that both of these brands don’t—an affordable price point, products in 100 mm formats and a truly Native American-made product. Signal is the biggest-selling all-natural Native American-made brand in the United States. We are so confident our product will sell that we guarantee it—not too many companies offer a guarantee nowadays. Retailers and wholesalers need to stop by our booth at the TPE show to learn more about our programs and profit potential.

    Ohserase also has other tobacco products for the Signal brand. How do they fit into the portfolio? We have two other categories for the Signal brand: filtered cigars and pipe tobacco. Both product categories underwent the same design change to keep the same look and feel while preserving the authentic blends for which they are known. These categories cater to a different consumer base, but we wanted to keep the messaging similar by showcasing the heritage that makes this brand unique.

    Are you displaying all-natural Signal at the 2020 TPE show? Do you have something new and special going on? Absolutely! Our main focus for the TPE show will be all-natural Signal. The entire booth is designed around it with fun, free stuff and great deals guaranteed. We are also launching a brand-new style this year called Mellow, which is offered in a bright-yellow package. To find out more about our products and how they can help tobacco retailers, I highly encourage everyone to visit us at booth 4001.

    This story first appeared in the November/December 2019 issue of Tobacco Business magazine. Members of the tobacco industry are eligible for a complimentary subscription to our magazine. Click here for details.

    Story by Stephen A. Ross, editor-in-chief of Tobacco Business Magazine.