Retail Packaging: The Ears Have It
New Packaging Helps Consumer Electronics Company Define Product Category in High-Growth Market
Early in its evolution, JABRA teamed with award-winning creative service agencies to position the company as a leader in the fledgling hands-free communications market.
Focusing on the advantages of JABRA's family of products -- comfort, safety, and style -- the marketing team established hands-free accessories as a viable, low-cost category and JABRA as a major innovator. The strategy's centerpiece was a well-planned packaging system. By highlighting the unique form and functionality of individual products, JABRA immediately stood out at retail.
Capturing "Early Adopter" Consumers
The FreeSpeak brand, a Bluetooth-enabled wireless mobile headset, courted those consumers with a different mindset about electronics. FreeSpeak targeted upscale "early adopters" to new technology.
A Brand Evolution Turns Heads
As the company extended its product portfolio, it leveraged the vibrant color and unique package forms that differentiated the original solution to showcase JABRA's newest design and technological innovations.
Brand Equity with Global Strategic Partners
JABRA retail packaging was co-branded for major reseller partners, including leading U.S. wireless carriers. As a result, FreeSpeak packaging underwent localization for Asian regional markets: reduced footprint, multi-lingual labeling, and an alphanumerical naming format.
JABRA never missed a beat: the company maintained category dominance and supported premium pricing across multiple product generations and line extensions.
Return to Retail Packaging.