Launching a Flying Disc Into a New Consumer CategoryWHAM-O
When WHAM-O, makers of the beloved and universally popular Frisbee, wanted to move it from the toy category into a new Frisbee Sport line of products, the challenge was to reconnect with the hard-core Frisbee enthusiasts and create a brand new generation of loyalists eager to experience the spirit of the brand’s competitive roots. Rather than focus on athletes, the agency targeted parents and their young children and teenagers. We developed a family-focused media relations program, timed to peak during the key spring and summer selling seasons, and implemented a junior high school physical education Frisbee sport teaching curriculum, coordinated with the Ultimate Players Association. Midway through the campaign, the Association officially approved the Frisbee Sport Disc for match play.