The Case of Shock Doctor<\/h1>\r\n \r\n

Well, That\u2019s a Mouthful<\/h3>\r\nWe were put to work on the Shock Doctor challenge. Was their brand faltering? Did their logo need redesigning? Did they need a new tagline? Was their brand architecture unstable or crumbling? No, no, no, no and no.\r\n\r\nWas their mouthguard (the flagship product) marketing and merchandising a mess? Yes, and yes.\r\n\r\nThe Shock Doctor mouthguard line had exploded with types, variations, sizes, colors, and flavors (yes, flavors). Standing before the SD mouthguard display at Dick\u2019s Sporting Goods was a bit like facing a NASA blackboard covered with an unsolvable astrophysics equation. \u201cOh wait, my kid has braces\u2026 now what!?\u201d as the parent runs screaming from the store.\r\n\r\nIt wasn\u2019t necessarily our job to cull down the product selection, as there were valid reasons for the wide selection, our job was to make it accessible and shoppable.\r\nThe offering was fragmented with no connection at retail and no through line in marketing. In addition, we were tasked not only with bringing Zen-like organization, but also new creative juice, to the mouthguard line.\r\n\r\n \r\n