STRATEGIC OBJECTIVE

Fender entered into the growing IEM and consumer headphones categories.  The challenge is how to ensure the brand stays authentic to its core while it reaches outside of it. To be a Fender, this had to be distinctive and special. 

CREATIVE SOLUTION

Fender makes instruments, that sound like nothing else. Why would IEMs or earphones be any different. We pulled from this deep and respected heritage to drive the sound advantage differentiation in this category.  From deep consumer research to product design to packaging to distribution strategy to cross channel launch we did it all.