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Brand Videos
Positioning the lineup as a must-have.
With an overall goal of unifying and advancing the brand, it was also critical that Mission recognized the differences between positioning Louisville Slugger for men and women.
The iconic Louisville Slugger brand plays in a competitive bat market. Controlled by heavy-hitting brands, each one fights to capture the fleeting loyalty of the 12-18 year old age-group. Their 2019 Baseball and Fastpitch product campaign concepts had to elevate the brand and showcase premier technology wrapped in the hottest, must-have design. The campaigns aimed to unify the brand positioning, while differentiating the messaging to the Fastpitch and Baseball audiences.
For Fastpitch, we celebrated female athletes, acknowledging their dedication and work ethic and admiring their strength. The "Power Full" campaign quite literally put the power in the hands of the player, positioning the Louisville Slugger bat as an extension of each girl, tailored to their unique playing style and requirements. For Baseball, we focused on the game itself, and the technology of the bat complimenting the player's own personal attributes and their individual role on the team. In order to "Send It", Louisville Slugger bats facilitate the batter connecting with consistency and accuracy, from the first inning to the last.
Brand Platform, Messaging, Design, Environmental, Advertising, Photography, Video, Digital Marketing
Sports
With an overall goal of unifying and advancing the brand, it was also critical that Mission recognized the differences between positioning Louisville Slugger for men and women.
Fastpitch players wanted to be portrayed as athletes, acknowledged for their dedication and work ethic, admired for their strength, yet still recognized uniquely as women.
The careful use of curated photography, graphic treatments and purposeful messaging allowed the product to stand out and be differentiated.
The integrated campaigns for Baseball and Fastpitch came to life in a variety of paid, owned, traditional and non-traditional channels.
With the need to reach audiences across multiple channels and devices, visual consistency among unique structures and layout styles was key.
The bat business is complex, and Louisville Slugger's product assortment and marketing strategy, specifically, are designed to help players weather the complexity to find the product that's right for them. It took Mission almost no time at all to grasp this and turn that strategy into best-in-class campaigns that were informative, intriguing, on-brand and appealing to players who have a passion for our products. For a company with 135 years of history, there is a sense of comfort and confidence within the Louisville Slugger brand knowing that Mission is here to help move the brand forward and into the future.