The Shape of Cool
We developed a national consumer print advertising campaign to raise LAVA® brand awareness, protect the trademarks of Haggerty Enterprises, Inc., and counter competitive market pressure.
Key findings of national mall intercept research confirmed substantial sales growth potential with a strong LAVA® branding campaign. Brand awareness would position Haggerty Enterprises, Inc. as the leader in conception, production and marketing of trend lighting and kinetic giftware.
The target audience was gift purchasers, ages 12-25. Bold colors and vivid images were used to showcase distinctive product shape to appeal to the target audience. The LAVA® brand motion lamp logo was emphasized for brand positioning.
The ad successfully addressed all objectives and won an ADDY® Award in the Northeastern Wisconsin AAF Competition.