SARIS CYCLING
Telling the Hero's story
SARIS CYCLING
Telling the Hero's story
Saris Cycling makes products for serious cyclists that measure power and help you train. But they were stuck in a functional benefit war. After some qualitative research we found that cyclists believe that they have more to give if they could just find it. The idea, "The Power is in You" was hatched. We walked away from the common cycling visuals of some idealized world and instead opted for celebrating pain. It's a classic hero archetyipical story.
The honesty was rewarded with a 42% increase in sales all attributed to the advertising.
Saris Cycling makes products for serious cyclists that measure power and help you train. But they were stuck in a functional benefit war. After some qualitative research we found that cyclists believe that they have more to give if they could just find it. The idea, "The Power is in You" was hatched. We walked away from the common cycling visuals of some idealized world and instead opted for celebrating pain. It's a classic hero archetyipical story.
The honesty was rewarded with a 42% increase in sales all attributed to the advertising.
MILIO'S SANDWICHES
I'm a paragraph. Click here to add your own text and edit me. It’s easy. Just click “Edit Text” or double click me to add your own content and make changes to the font. I’m a great place for you to tell a story and let your users know a little more about you.
Think + Make Brand Creators
KOCH FOODS
Mom as hero (of course she is)
Koch Foods is a maker of premium chicken products to restaurants. If you've had a chicken nugget, it's probably from Koch. They wanted to energize the brand by moving to the consumer world. We redesigned their packaging, retooled the website and after some deep consumer research came up with an organizing idea called "Momming" which recognizes the modern world of parenting. In a world where moms and dads are guilted with organic messages and told how many ways they're doing it wrong, we wanted to remind them that sometimes getting chicken strips on the table is great parenting.
WHAT IS MOMMING?
Momming is "Realizing this is your circus these are you monkeys." Momming is "Signing up for a sport, then hoping the game gets cancelled." Momming is "20% loving your kids and 80% loving for their shoes." Basically, Momming is being okay with the doing your best.
