"Circuses are always attractive", warns Federico Budasoff (Fede), head of Lion Rolling Circus, a brand dedicated to commercializing smoking articles.
As a child, Fede had a very strong fascination with circuses. Every Sunday, Fede and his grandfather would dress up and look forward to it: it was their special event. Today, in his own way, that memory is imprinted on his brand. And he made it grow, widening a referential universe, giving a new shape to the imagination.
According to the legend, after a backpacking trip through Europe, Asia and Africa, Fede returned to the country with the idea of selling paper to make cigarettes. "In Holland, I used king-size papers that didn't even exist here in Argentina."
It was 1993 and, while working as a delivery guy, he started sending faxes all over the world. He didn't expect anything, but someone, on the other side of the planet, was interested in his proposal. He heard back from Rizla, one of the leading companies in the industry. Right away, he sold his bass and, together with a friend, burned some savings and started bringing papers into the country.
"He even sold his motorcycle. The old ladies in the neighborhood thought I was selling drugs," he recalls.
The wonderful years
Later, during 1998, after a trip to the United States, he brought back with him a line of mind-blowing papers, wired, with flavors, it was an innovation. "One thing led to another and I began to turn myself into an entrepreneur."
After years of rowing in the market, Fede bought a new motorcycle and started doing product deliveries with it, and his team grew to incorporate more people.
As consumption paradigms changed in the country (goodbye brick-w33d, hello flowers!), his public began to refine their palate and joined this conceptual improvement.
Thus, Fede, who started his brand under the name of “Fumanchú'' created Lion. He knew that it was possible to become one of the leading brands in the sector. But it was going to be neither quick nor easy.
Whenever it rained, it stopped
"The first two fabrications were delivered without glue. It was impossible for me to change that," he says.
Until 2006, when, by a twist of fate, the first official batch of …