Wilson hired Torque to develop a new tennis positioning as well as refresh the packaging and merchandising approach, and develop a long-term plan for the full product line.
Torque dove in with retail audits and consumer intercepts in tennis sporting goods stores across the country, to understand the interests of consumers and their perception of the brand. From our findings, we redesigned the classic can while consolidating products in the line.
Trade promotions have been met with enthusiasm, and retailer customers have embraced the simpler product line and contemporary marketing look.
