AIRHAWK

Posted on Feb 24, 2013

New Product Launch — Packaging & POS Concept

 

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“Farming has always been good for the soul. Now it’s not so bad for my back, either.”

 

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“I’ve always had a soft spot in my heart for trucking.
Now it’s in my seat where it does a lot more good.”

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“Sitting in a truck for eight hours straight
is way better than sitting for one hour crooked.”

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“AIRHAWK is a great investment. I feel like I drove
only two hours, but I get paid for all eight.”

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“AIRHAWK changed everything. Now construction
could be considered a cushy job.”

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“I’m on my truck seat more than I’m with my wife.
It’s not as pretty, but it’s just as soft.”

When AIRHAWK, leading maker of motorcycle seat cushions wanted to break into a new market with a very different breed of audience – truck drivers, construction workers and farmers – and only had packaging and POS to do it, we knew we had quite a challenge.

An AIRHAWK cushion is very high quality, and much more expensive than its competitors. How do you convince this audience to spend more on a brand they never heard of? How do you gain their trust?

I personally visited several truck stops to get a feel of the environment where these products would be sold. And the answer was all around me. The t-shirts, hats, bumpers and keychains that sold in truck stops all had funny lines and sayings that reminded me of lyrics in country music.

I called it “truck stop wisdom” and we used that flavor to develop testimonial-like lines for the products. We created an upscale look that communicates the quality of the product and respect for the profession.

Airhawk Truck POS

POS Display Card

 

 

Creative Director/Writer:
Renée Kennison
Art Director:
Brad Gutting