As part of the new focus, Gladiator is rolling out a new, emotive, cross-channel look and feel focusing on various passion points in people’s lives. Focal points are targeted to passions such as biking and electronics enthusiasts, while also providing organization ideas and solutions — from workbenches and cabinets to wall track systems — for gardening, lawn care, and sports, just to name a few. The initial rollout includes new videos and dynamic content that live on Facebook, YouTube and Pinterest, including specific passion spots that evoke a sense of empowerment when the gear that matters the most is protected, accessible and ready to go.
“Through our new campaign, we want to reaffirm Gladiator brand as the authority on home organization,” said Allison Gillespie, Brand Manager for Gladiator. “For too long, the category has been focused on storage as simply a solution to a problem rather than a means to protect and truly enjoy the things that are most meaningful. When we say ‘Reach for More,’ we want to empower our consumers to have more time to enjoy all that life has to offer, and we’re here to help them do so with our organization products.”
The “Reach for More™” campaign is one piece of launching a larger brand refresh. After considerable brand identity work, Gladiator is expanding its product line and marketing efforts to appeal to a wider target. In a nod to their organization products’ ability to transform nearly any space, whether it’s a basement, utility room, entryway or closet, Gladiator is dropping “GarageWorks” from its name, which had been part of the brand’s name since its inception 15 years ago. Additional stylistic changes were made to the brand’s overall image as well, including a new logo and color scheme.
As part of the launch and rebranding, Gladiator is updating its website to include destination experiences that reflect a variety of specific passions under the “Reach for More™” campaign halo. The site will feature a variety of enriched content highlighting the versatility of Gladiator products while further supporting the larger “Reach for More™” campaign. Additionally, the Gladiator blog will feature specific passions, and subsequently provide inspiring ways to use Gladiator for organizing and protecting gear in large or small spaces.
“Refreshing our overall image will help introduce the Gladiator brand to new, previously-untapped consumers,” added Gillespie. “We’ve learned over time that those who are already aware of the Gladiator brand love the product and are repeat customers. By updating our brand identity, we look to reach those who are unfamiliar with what we have to offer, and show them how our products make it easier for them to grab their gear and go.”
The shift in focus also aligns with the launch of a new line of GearTrack® Packs being rolled out by Gladiator this Fall. Designed to provide easy organizational options for gear and equipment both large and small, the new kits build off of one of the brand’s most popular items, its original GearTrack® Pack. Each of the new custom kits feature a unique set of hooks, basket and storage solutions designed to accommodate items of varying activities, including gardening, cycling, golf, and more.
About Gladiator Brand or Products
Gladiator is a leader in garage and household storage systems, delivering innovative solutions that allow homeowners to organize in ways that suit their needs, hobbies and design aesthetic. Gladiator offers easy-to-install kits as well as cabinets, workbenches, wall systems, shelving, tool storage, appliances and flooring. Gladiator brand products are sold through retailers like Lowe’s, The Home Depot, and Sears as well as on the Gladiator website. You can also visit Gladiator on Facebook, Twitter, YouTube, Pinterest, Instagram and the Gladiator blog.
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