A century lighting ideas, Smoking a brand that transcends its products

He was born in Barcelona a century ago and, since then, has accompanied entire generations, adapting and overcoming fashions, cultural and social changes.

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There are brands that simply pass through time, and others that leave a lasting mark. Smoking Paper, the popular rolling paper company, proudly belongs to the latter group. Born in Barcelona a century ago, it has accompanied entire generations, adapting to and surpassing fads, cultural and social changes, as well as ways of sparking and understanding creativity. Today, it celebrates its centenary with the same energy it started with, but with a more open and connected perspective on the world and its users.

Throughout its history, Smoking Paper has demonstrated that rolling paper transcends being just a commercial product, becoming a canvas, a support for ideas, a symbol of style and responsibility. To commemorate this anniversary, the brand has launched a global initiative combining social media, art, and community participation. Under the slogan #Smoking100years, it invites creators of all kinds to showcase their talent in various specialties, from illustrations and digital pieces to music, literary stories, and photography. Each month, several of them receive recognition that rewards creativity and encourages them to keep creating with even more passion and enthusiasm, if possible.

However, the celebration goes beyond a contest. Smoking Paper has redesigned some of its most iconic editions, Brown, Deluxe, Blue, Red, and Green, giving them a unique touch according to the tastes and trends of each country. It’s a nod to the past, but with the aesthetics of the present. This balance between tradition and innovation is what has allowed it to remain relevant in such a changing market.

Environmental commitment is another pillar that marks this new era. With the Roll with Green campaign, each mention of the hashtag resulted in the planting of a tree. The outcome was highly positive, with hundreds of thousands of new trees planted in different parts of the planet. This is not a one-time action, but a philosophy reflected in international certifications and the use of sustainable materials, because turning 100 also means being responsible for the future.

More than a brand, a common language

Perhaps the most interesting aspect of this centenary is how Smoking Paper has managed to dialogue with generations that have nothing to do with its first clients. Its visual language, collaborations, and way of telling stories fit perfectly with an audience that lives connected, moving between the physical and digital without feeling a clear boundary. And there, the brand has found a space where it remains relevant and sets trends.

For those who closely follow urban culture, independent art, or even graphic design, these actions, more than campaigns, are meeting points. A place where styles, influences, and messages converge, inspiring creation. In this sense, the celebration of 100 years is not a private party, but an open invitation to participate.

One thing that has become clear after a century with this brand is that it’s not just about selling paper. Smoking Paper has built an identity that combines history, creativity, and commitment. Three elements that, together, make this celebration not just a look back at the past, but the beginning of another intense chapter. A chapter that, with absolute certainty, will continue to spark ideas for many years to come.