Targeting millennials, the makeover entails a revamped website, new releases, tweaked taglines, fresh advertising efforts from line to line
Global tech brand, Vivitar, through Sakar International, has rolled out a major rebranding exercise as well as expanded on its consumer electronics portfolio to boost the marque’s ‘grab and go’ shelf appeal in conjunction with its millennial client segment which consists of its primary consumers.
The upgrade includes a series of new releases ranging from action and life-logging cameras to drones to smart home devices to mobile and audio accessories. The said products feature tweaked package graphics and entry-level price points crafted to fit the tastes and buying habits of its specific audience.
Alongside the fresh tagline, ‘We Make Fun’, the facelift also comprises clever themes and messaging surrounding each collection’s function—so as to overcome barriers to purchase typical of most consumer electronic categories due to technical-only labelling. For example, its Bluetooth headphones urge users to ‘Get Loud’.
Additional examples include themes such as ‘Charge Away’ for the brand’s USB lightning connectors, ‘Make a Splash’ for its waterproof action cams, and ‘Sleep Tight’ for its baby cams. The quirky expressions while relatable and contemporary are aimed at encouraging impulse sales.
The above highlights are being supported by engaging in-store displays and a revamped website to reflect the range’s updated brand personality, commercials, digital advertising initiatives, and social media executions. The move endeavours to increase brand recognition and promote sell at retail point.
Currently focused on mobile power, digital imaging, smart home, and mobile audio, the overall push was prompted by a fast growing footprint in the lifestyle technology space, ultimately signifying the group’s ability to deliver affordable merchandise whilst capitalising on the latest trends.
“Our rebranded line will send that grab me message while also providing a consistent look across all product categories, helping to drive sales as well as build brand loyalty that will carry over from product line to product line,” said Abbas Bhanji, European Managing Director for Sakar International.
A division of Sakar International since 2008, Vivitar is headquartered in Edison, New Jersey, with offices in the United Kingdom, Latin America, Canada, and Hong Kong, while boasting a global retail distribution through more than 100,000 mass market and specialty locations.
