Selling out high-performance bicycles before their official launch dates.
American Bicycle Group
Litespeed Aluminum Brand Launch
Challenge
Litespeed pioneered the use of titanium for lightweight, high-performance bike frames. They are known for their exclusive use and innovative engineering of titanium to produce a level of performance so high that elite riders like Greg Lamond, Robbie McEwen, and Lance Armstrong have ridden them in competition.
In a bold and risky first, Litespeed decided to apply their craftsmanship and engineering to aluminum frames and launch their first-ever non-titanium frame.
Strategy
We focused on associating the aluminum frame with the single truth that built the Litespeed brand—speed.
RESULTS
The cheetah became the most successful ad in Litespeed history and an iconic image purchased by Litespeed enthusiasts.
Litespeed Ghisalo Brand Launch
Challenge
With the advent of aluminum and carbon frames, Litespeed’s leadership in producing the lightest, high-performance titanium frames was being continuously challenged. It was important that Litespeed once again stake their leadership claim to ensure the market that Litespeed titanium engineering was still king.
Strategy
Build anticipation with a teaser ad that simply and elegantly said “lightweight”.
Then launch their newest bike focused 100% on the design and craftsmanship of the frame – no wheels, tires, or components. It was risky, but it paid off.
RESULTS
Sold out at launch.
Merlin Brand Launch
Challenge
Although Merlin produces a lightweight, high-performance titanium frame, they do not have the pedigree or reputation of Litespeed. Merlin needed to position their brand on something other than pure performance.
Strategy
We worked with Merlin’s marketing team to develop a positioning that featured the beauty and detailed workmanship of the Merlin frames. We positioned the Merlin frames as “art” that moves you.
RESULTS
Sold out at launch.