Visually own the brand promise: "To salute the rebel, the outlaw, the adventurous—anyone who thinks the status quo is status boring—with cutting-edge bowling ball technology that gives voice to their personal style and attitude.” Which is a lot. Especially for a bowling ball.
Starting by refocusing their brand on the adventure that is the climb to the top, EPIC Creative helped guide Roto Grip in naming their bowling balls things like "Dare Devil" and "No Rules." The new names and new direction opened up a visual library of stunt artists, extreme sport enthusiasts and those on the lunatic fringe of social norms. Collateral material and supporting ads featured skydiving, parkour and base-jumping—culminating in a catalog cover that featured an intrepid climber scaling a sheer cliff to view an ancient monument to the Roto Grip brand.
The new aggressive brand is taking off. "No Rules" is on track to become the 4th highest selling ball in the company’s history, currently having sold 23,057 units. The look and feel of the brand is being carried through additional print, apparel and online executions.