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Murray
bicycles, the second leading producer of kids' bikes in the
U.S. after Huffy, faced a situation in which retailers demanded
a new bike style every year. Murray didn't have the financial
resources to fulfill that request. What they did possess was
a new frame style, one they needed to promote, but which had
to last more than one year.
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• Decided to drop all references to Murray
since Murray had no brand equity with the target audience,
young boys ages 7-12.
• Named the bike Whiplash and imbued it
with an aggressive, powerful image.
• Developed
a TV campaign with a two year life span that built equity
in frame style and created demand for the frame design.
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• Whiplash became the #1 selling boy's bike in America
that year.
• Outsold
Huffy's "Doctor Shock" 2 to 1 in the first year.
• #1
selling boys 20" bike in the U.S. two years in a row.
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