SOG Specialty Knives and Tools, a longtime favorite among military and law enforcement professionals, came to Hanson Dodge looking to restage its brand and introduce its message to a broader consumer base. With a slate of new products geared toward hunting, active and everyday carry consumers, SOG sought to activate a brand strategy that would generate excitement among a more general audience while remaining loyal to its tactical roots.
With a company-wide rebranding already underway and several core elements of its new brand in place, SOG engaged Hanson Dodge to find its voice. The ensuing strategy, which included a new tagline, “Take Point,” was implemented through SOG’s first comprehensive national consumer ad campaign, “Rise to the Occasion.” The integrated campaign told the story in print, digital and social, including a powerful presence at trade shows, social promotions and a completely revamped website.
Through effective consumer targeting and a new brand story, the SOG “Rise to the Occasion” campaign increased both brand awareness and sales and made SOG a player to be reckoned with in the knife category. "Looking at our brand and the restage and the way we executed, we absolutely would not have gotten to where we are today without Hanson Dodge," Nando Zucchi, VP of Sales and Marketing for SOG, said.