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Brunswick Billiards is the leading name in billiards tables and accessories worldwide. Following a re-branding exercise emphasizing Brunswick’s heritage, Brunswick selected Street Level Studio to break the campaign and put it into play.
To set the strategy, Street Level Studio talked to retailers and learned couples usually collaborate on the decision to purchase a pool table. For him, a pool table represents competition and bonding. For her, it has to be a tasteful addition to the home. We developed a messaging strategy that provided both emotional and logical reasons to connect with the Brunswick brand. In the integrated advertising, point-of-purchase displays, direct marketing, and sales materials, “he” saw the pool table of his dreams and “she” saw beautiful furniture that added value to her home and provided enjoyment for her family.
The results? Brunswick’s sales shot up 9 percent in the first year. Subsequently, they applied the lessons learned to their product lines. Adding Brunswick-branded furniture and accessories boosted profits 50 percent!
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