Argentum Tool Launch
When Leatherman needed to launch a $40,000 niche market gold-plated multi-tool, they came to Pop Art. Brand development, market segmentation, targeting and supporting assets had to sizzle to appeal to a highly discerning luxury market.
TAGS: Leatherman argentum product launch
The Challenge
Brand and promote a new, luxury line of hand-made $40,000 gold/silver multi-tools. Build value proposition around artisan craftsmanship, and position the one-of-a-kind "must have" tool as unique to the sportsman $100 multi-tool sibling brand.
Strategy
Create a microsite for the series of tools. Develop a custom, highly stylized treatment to showcase the spirit/quality/voice through the new series. Develop a brand platform, model monikers and integrate a targeted blog-seeding effort.
Results
More knives were sold in the first few weeks than Leatherman expected to sell in a year. Our promotional blog seeding effort gained mentions in several prominent blog articles and earned media placement in a Newsweek Magazine article.