{CUTTHROAT BRANDING + MARKETING}

Sponsorship: NASCAR’s Modern Day Legend – Dale Earnhardt Jr and his #8 beast, the Budweiser Car

Project Description:

We signed the young, up-and-coming NASCAR Busch Series driver Dale Earnhardt Jr. to his first NASCAR Winston Cup Series ride. Starting part time in 1999 and full time in 2000, he quickly began breaking records, including on-track merchandise sales. Next, just as quickly, he blasted on to become a true superstar in the sport and continues to be voted most popular driver year after year. This winning partnership became one of the most powerful marketing endorsements in Budweiser’s storied history.

Budweiser: Baseball - #25 Breaks the record

Project Description:

Of course we’re talking about Mark McGwire Breaking the All Time Homerun Record. Sensing the possibility of baseball history being made, we negotiated with the St. Louis Cardinals to ensure Budweiser signage was part of the historic moment. In addition, we managed the production of the St. Louis Cardinals television and radio broadcasts ensuring Budweiser received maximum exposure throughout the season.

Sports League Sponsorships: Negotiation and Activation

Project Description:

We have had deep experience in the negotiation and activation of sports sponsorships to drive sales for Anheuser-Busch brands. The sponsorships included the NFL, MLB, NHL, NBA, NASCAR, NHRA, IndyCar, PGA TOUR, LPGA, PBR, MLL, AVP, Skiing, Surfing, Boxing and others. Anheuser-Busch’s sports marketing has been recognized across all brands as the largest, most effective sports marketing entity in the country.

Gander Mtn: Seasonal Sales Promotion - The Holiday No One Saw Coming

Project Description:

CAMO THURSDAY – An online promotion created to drive direct sales starting Thanksgiving Thursday and continuing every Thursday through Christmas. Special hunting products were placed on Gander Mountain’s website for consumers to purchase specifically on Camo Thursdays and the more consumers purchased a particular item the lower the price went for that product. The promotion won a Silver Anvil Award given by the Public Relations Society of America for Events and Observations – More Than Seven Days.

Sponsorship: NASCAR's Modern Day Legend - Dale Earnhardt Jr and his #8 beast, the Budweiser Car

Project Description:

We signed the young, up-and-coming NASCAR Busch Series driver Dale Earnhardt Jr. to his first NASCAR Winston Cup Series ride. Starting part time in 1999 and full time in 2000, he quickly began breaking records, including on-track merchandise sales. Next, just as quickly, he blasted on to become a true superstar in the sport and continues to be voted most popular driver year after year. This winning partnership became one of the most powerful marketing endorsements in Budweiser’s storied history.

Hofmann Sausage Company: Strategy, Positioning, Activation, Expansion

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Project Description:

It’s a story about a 135 year old company seeking to make real connections with a new demographic. In key college markets, Brand Ambassadors are executing on-campus engagements with sampling to fraternities, sororities and student housing as well as radio, police and fire departments. Football, basketball and baseball game days are proving to be fertile ground for Hofmann as the masters of grilling greatness. Inside the stadiums, we are running video and digital board pieces to establish Hofmann as the essential tailgate staple meats.

NWTF Announces Partnership with The Truth

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Project Description:

EDGEFIELD, S.C. — The National Wild Turkey Federation announces a strategic partnership with The Truth, a multi-faceted specialty branding and marketing agency. The Truth will serve as the NWTF agency to provide branding and marketing services. They will assist in elevating the NWTF’s hunting and conservation initiatives. “The Truth’s experience in branding and marketing in the outdoor and shooting space along with their consumer product experience will help propel our organization forward,” said Becky Humphries, CEO of NWTF. Based in Edgefield, South Carolina, the NWTF has a mission to conserve the American wild turkey and preserve the country’s hunting heritage. In the early 1900s, there were as few as 200,000 across the nation due to commercial hunting and loss of habitat. Though restoration efforts predate the beginning of the NWTF, turkey populations still only numbered around 1.3 million in 1973, the year the NWTF began. Thanks to the efforts of the NWTF and its state and federal partners, turkey populations hold steady at more than 6.25 million, and the restoration of the wild turkey is widely considered one of the greatest conservation stories in the history of the country. “We are extremely excited and proud to partner with the NWTF,” said Bill Fisher, founder and partner of The Truth. “We are branding and marketing professionals who also love the outdoors. The opportunity to marry our professional world with our passion is an unbelievable opportunity.”

Television: Gander Mtn. - The Unprepared Man, Don’t Be That Guy

Project Description:

We developed TV creative for Gander Mtn. with the intent to completely break creative traditions in the hunt / fish / camp retail segment. Offbeat messaging positioned Gander, the number three retailer in the outdoor industry, in a way that cut through a sea of sameness in the category, and really captured the outdoor enthusiast’s attention in a new and humorous way. The measure of good TV creative is, of course, the “catch phrase” – and our ‘Don’t Be That Guy’ became just that for Gander.

Firearms Safety: Gander Mtn. -With Rights Comes Responsibility Awareness Campaign

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Project Description:

In the wake of recent tragic public shootings, we developed the WRCR initiative to amplify awareness of responsible firearms ownership. While the Second Amendment provides the right to bear arms, Gander Mtn. felt obligated to own a commanding voice in ensuring that with that right comes responsibility. Keeping firearms out of the hands of the underaged, untrained and unauthorized is the goal. The program rolled out in every Gander Mountain store, website and social media leading to national and local media exposure.

Browning Ammunition: A Brand Product Launch for the ages

Project Description:

Winchester Ammunition, in an alliance with Browning Firearms developed a highly anticipated full line of ammunition for Browning’s entry into the ammunition segment. Cutthroat Branding + Marketing was brought in to spearhead the brand launch which included conceptual development, research, positioning, strategy, packaging, catalog, digital, advertising and more. Everything we’ve done is quite simply “The Best There Is.”