Jabra
Capturing the Lead Position in a New Category

The Challenge: Early in its evolution, Jabra teamed with MiresBall to position the company as a leader in the fledgling hands-free communications market.

The Solution: Focusing on the advantages of Jabra’s family of products—safety, comfort and style, we established hands-free accessories as a viable category and Jabra as a major innovator. The centerpiece of our strategy was a well-planned packaging system. By highlighting the unique form and functionality of individual products, Jabra immediately stood out at retail. As the company extended its product portfolio, we leveraged the vibrant color and unique package forms that differentiated our original solution to showcase Jabra’s newest design and technological innovations.

The Result: Jabra never missed a beat: The company maintained category dominance and supported premium pricing across multiple product generations and line extensions.