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.