Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
Crispin Porter + Bo-gusky captures the competitive spirit of bicyclists in its first print campaign for Hydrapak, a division of Bell Helmets and Giro Sport Design.
The Miami shop took the tough road course, according to CP+B copywriter Ari Merkin, in positioning the Santa Cruz, Calif., client’s product, a backpack that holds 100 ounces of water.
“Most professional racers wouldn’t consider a hydration pack because it’s cumbersome, yet serious riders out for several hours would buy these,” said Merkin.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in