Reinforcing a brand's intellectual property.
Background / Challenge
Mag-Lite is one of the most recognized brands of flashlights in the world. As such, the world is full of cheap imitations and inferior competitors. Mag-Lite asked us to create a brand campaign that reinforced the brand’s intellectual property—from product design to performance characteristics—so that consumers would accept no substitutes.
After studying the unique attributes of the products and interacting with many different audiences, we developed a brand campaign that focused on the distinctive shape, style and variety that makes Mag-Lite such an iconic brand. The campaign ran in 13 countries and was supported by print media.
Not only did the campaign win numerous awards for creativity, but it was used by Mag-Lite’s legal counsel to help secure the trademark for product design.