The Beats by Dr. Dre brand impressed me – but not because they make quality headphones. (Too bass-y for me personally)
Beats is the only brand to unseat Apple in the headphones category by stealing one of their core brand elements, and using it against Apple: color.
When the iPod launched it wasn’t the iPod that sold it. It was the white headphones and killer spots glamorizing it.
Enter Beats and their now iconic red wire. Add excellent product design by Robert Brunner, founder of Ammunition Group, and access to top celebrity endorsers thanks to Dr. Dre and Jimmy Iovine. The brand’s ascension was meteoric.
We leveraged the Beats aesthetic: sexy shots of the must-have wearables, paired it with smartly written, punchy headlines.