The helmets were designed to stay on the head. The marketing was developed to help them fly off shelves.
It's a perfectly-fitting marketing program for a helmet that fits perfectly. At the center is a TV spot featuring a frustrated Goldilocks who can't seem to find a helmet that doesn't fit just right. In addition, an educational microsite aimed at parents, provides important safety information on the benefits of this
unique fit system. A key part of the strategy was demonstrating to parents that what they considered to be a proper fit, wasn't truly providing adequate protection for their kids. The results? The client experienced 62% week-over-week sales increases
at their largest retailers.