In 2003, the Oettinger Davidoff Group has conquered a new sector of the public in the USA thanks to its trendy "Zino Platinum" formula. Inspired by trendsetters from the dynamic East Coast rap and hip-hop scene, a young, sophisticated generation in the New World discovered the joys of smoking cigars. The successful "Crown" and "Scepter" Series are since then available in Europe. The sophisticated generation with links to the hip-hop and East Coast rap culture are fervent adepts of these novel formats with their innovative packaging, and have triggered a veritable movement towards overtly indulging in a cigar.