T5 Launch
Extending a Brand Beyond Its Core Focus

The Challenge: With the launch of the Thinline Five-Way, a revolutionary electric guitar, Taylor Guitars faced a brand challenge: How does a company synonymous with quality acoustic guitars credibly move into the electric market?

The Solution: By focusing on Taylor’s history of technical innovation, we positioned the T5 as an inevitable extension of the Taylor brand. Then, to attract a younger demographic, we gave the T5 a more electrified personality and devised a strategy to generate buzz. Highlighting early-adopters of the T5 and making creative use of the web, we introduced a number of product teasers and promotions—each one more compelling than the last—to build interest around the guitar’s retail debut.

The Result: The T5 was the most successful product launch in Taylor’s 31-year history—and one of the most successful launches in the electric guitar industry.