GIANT / Giant For Women Category Launch

CHALLENGE
Giant Bicycles needed to engage women cyclists. The challenge: to get women of all skill levels, at every stage of life, to rediscover fun on a bike.

WHAT WE DID
Over a three month period we talked with women mechanics, tour guides, olympians, racers and soccer moms from across the country to establish an authentic point-of-view about women and bikes. As a result we created the “Ride Society” - a network of women spokespersons passionate about getting women on bikes.

The creative that followed helped deliver the Giant for Women messaging of “adventure out your front door” and “community” in-stores and through various print and web advertising.

RESULTS
What began as preparation for a women’s category quickly turned into a much larger women’s cause. Today the Giant for Women program is a respected and honored supporter of the Hershey’s Tour de Pink and the US Women’s Cycling Development Program.

SERVICES
Opportunity and Insight reporting
Competitive analysis
Brand platform and positioning

• Brand identity system
• New creative platform
• Advertising
• Website
• Retail Merchandising
• Print Collateral

ABOUT
Giant Bicycles is the largest vertically integrated manufacturer and supplier of quality bicycles in the world. With more than 100 models, Giant bicycles deliver cutting edge technology, quality craftsmanship and value for every age and skill level. Giant is distributed globally through more than 10,000 specialty retailers in 50 countries.

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