Project Overview
THE CHALLENGE
SOG Specialty Knives and Tools, a longtime favorite among military and law enforcement professionals, came to Hanson Dodge looking to restage its brand and introduce its message to a broader consumer base. With a slate of new products geared toward hunting, active and everyday carry consumers, SOG sought to activate a brand strategy that would generate excitement among a more general audience while remaining loyal to its tactical roots.
THE SOLUTION
With a company-wide rebranding already underway and several core elements of its new brand in place, SOG engaged Hanson Dodge to find its voice. The ensuing strategy, which included a new tagline, “Take Point,” was implemented through SOG’s first comprehensive national consumer ad campaign, “Rise to the Occasion.” The integrated campaign told the story in print, digital and social, including a powerful presence at trade shows, social promotions and a completely revamped website.
THE RESULTS
Through effective consumer targeting and a new brand story, the SOG “Rise to the Occasion” campaign increased brand awareness, resulted in a 40% increase in website sales and made SOG a player to be reckoned with in the knife category.Client
