LAUNCHING A SNOW SPORTS LID THAT WOULD SEND IT FOR THE ORIGINAL ACTION SPORTS BRAND.
Bern Unlimited had an established core following in the action sports world, but was looking to make big noise with a new ski/snowboarding helmet. We had already re-positioned the overarching brand around its “out there” vibe and were brought back to position a new product that wouldn’t just save people’s heads—it would protect the brand’s place as an innovator of style and performance.
The brand had spent months developing the helmet, but needed the naming and positioning that would ensure it stood out from big-name brands that had been seeking to steal their candy—and customers. It was a game-changing product that married the best tech and the brand’s style with a price tag that was almost too good to be true. Hence, why we named it “The Heist.”
Tiny Bully worked closely with the Bern team to build positioning that made this new helmet a no-brainer for core snow sports athletes and developed the experience that launched it at the SIA “Snow Show”—the largest snow sport tradeshow in the country. We didn’t just launch a helmet, as the communications and identity needed to walk lock-step with the brand’s commitment to being a true action sports brand—a company dedicated to helping true enthusiast “stay out there” both figuratively and literally.
It worked. The Heist was among the most talked about product launches and the name/identity became the talking point for the helmet’s differentiating promise—a rare combination of tech and value. The product received the “Hot Gear Award” from SkiMag and set the tone for the brand’s continued release of game-changing lids.