We determined that the way LIME would win was to develop a communication objective and build a message strategy to launch this exciting new product. The goal became to position a complex technology story within the context of a fun, whimsical campaign that reminded people who hadn’t been on a bike for years of the joys of riding. Along with reminding people of the fun of the sport, we also had to introduce a complex technology story: a new smart-shifting technology that selected the appropriate gear to match the riders' conditions.
Trek teamed with HDC to create a fully integrated product launch of Trek LIME. By creating a sub-brand, HDC used a cohesive look across all channels to convey a fun, whimsical and easy return to biking. HDC established promotional events, cool print materials, an engaging mini website, in-store promotions and extensive media relations to create a powerful branding and marketing campaign to share the love of biking with all—at any age.
Trek LIME had unprecedented widespread appeal of children and adults alike—creating a worldwide phenomenon and rekindling the love of the retro bike now seen riding merrily through neighborhoods and city streets worldwide.
- The first manufacturing run sold out within 6 weeks
- Trek LIME made a guest starring appearance on "The Ellen Show"