Power Plazma Campaign


Campaign, Merchandising, Naming, Identity, Education Tools

When the Power product designers came up with a new cushioning technology, we were involved from the beginning to help market it. We named, branded and positioned it. Plazma is a translucent blue gel-based cushioning pad, and its first application was a high-end running shoe. After a market analysis we chose to focus on an energy theme – real plasma is a cloud of ionized matter in an elevated state of energy. The soft-edged aqua logo underlined the pad’s cushioned comfort. Retail posters, a product brochure and an array of merchandising items were all part of the launch. An education kit was produced for store sales staff to enhance product knowledge.