What do you do when you have a brand with over a 150-year history, an inherent nature to polarize public option and a market dominated by your competitors? You take it the other direction.
Our challenge was to design apparel and a marketing campaign for Smith and Wesson, a company that has had cyclical popularity over the years and near absence from the clothing market. Its competitors have been in the apparel market place for the past decade and have developed a loyal audience in the Nascar crowd. So rather than go after the incumbent our Creative Director looked back to when Smith & Wesson was top of mind and came up with a campaign geared toward an urban market and trendsetters. Thus “Dirty Not Harry” was born.
With a tongue in cheek approach Jon turned the girl next door into a marketing icon. She was approachable to men and achievable for woman making her the perfect spokesperson for Smith and Wesson in a new market.
