How to introduce a new product while maintaining a strong brand identity.
Hard drive manufacturing had just reached its current state, where progress occurred incrementally and manufacturers take turns leapfrogging each other into the performance lead.
Seagate was known as a premium brand: expensive, but always at the top of the performance scale. To maintain this image, an integrated campaign consisting of direct mail and advertising was created to stimulate interest in the Cheetah® product before it entered the distribution channel.
With such a strong brand image to work with, the creative team (Natalie Kitamura Design and Wardog Creative) developed postcards that revealed a cheetah image and told resellers to watch a trade publication for the launch ad. When the ad broke, it launched what has become one of the company’s most successful product lines.