-------- CASE STUDY --------
Changing the Perception of a Product
Rival Helmet
In 2015, STX had an unsuccessful entrance into the helmet market when they launched the Stallion 500. The helmet was loaded with safety features and innovative technology but STX had lost sight of what really mattered to the market: looks. They sought to change consumers' perception with the launch of the Rival Helmet in 2018.
01_SUMMARY
Positive market reception
Prompted word of mouth
Custom options helped leverage team sales and induce trial
02_HIGHLIGHTS
The Stallion 500 was the safest and most innovative helmet on the market, but the target demographic, elite teenage lacrosse players, hated the look and made their opinions known on social media. To make matters worse, STX was rapidly losing touch with their consumers and the market started to refer to STX as "your dad's lacrosse brand". The Rival Helmet campaign was STX's plan to shake the moniker and bring their products to a new generation of lacrosse players.
03_CHALLENGE
Instead of focusing on product attributes, STX kept the message simple and singularly focused: this helmet is bad ass. They focused on emulating a "hype" style of video that is associated with larger, more well known sports such as the NFL and NBA.
Following the launch of the video, STX focused on customization options to drive team sales which built product credibility. STX required all sponsored teams to wear the Rival which helped get the product in front of consumers. Many players who would never try STX because it was "ugly" were now using their team issued Rivals.
Once exposed to the helmet, the perception of both the product and brand became more positive and STX was once again appealing to their market.
04_SOLUTION
