When established beauty tools supplier Jerdon introduced its new Rampage-branded hair dryer, it turned to ANTHEM for critical brand strategy work and creative development. The challenge: stretch Rampage – a sexy, popular fashion brand – into a completely new category; bringing a powerful style halo into what is typically a very feature-driven technology space.

Prior to any creative development, ANTHEM did a deep dive to uncover consumer insights, marketplace trends and whitespace opportunities. This comprehensive strategy work led to a powerful brand story that appealed to the young fashion-forward target audience – “The Little Black Dress for Your Hair.” ANTHEM also played an integral role in product structure ideation, helping Rampage hone in on a product format that would appeal most to this group. Today, the bold new Rampage design conveys fashion and glamour, while still delivering quality and functionality.

2015 PAC Awards – Gold – Brand Marketing, New Brand (Non-Food)

2015 GD USA – Certificate of Excellence