THE CHALLENGE: In 2018, Manduka launched a new yoga mat designed to combat slipping, a major customer complaint. Truly innovative, this new mat provided a surface where the more someone sweats, the grippier it gets–completely eliminating the need for a yoga towel (the previous slip solution). Also hygienic, the mat has a charcoal infused core that diminishes odor and bacteria and allows sweat to pass completely through the mat. The launch campaign needed a look, feel, name, branding and packaging.
THE IDEA: Make it feel technical, innovative and different from the rest of the brand. Through several touch-points of an integrated campaign, the creative featured muted tones (a departure from the brand’s bright color scheme), language that called for customers to “Bring the heat. Lose the towel.”, technical call-outs and an infographic communicating its many benefits. For its most important non-slip feature, we named it appropriately The Manduka GRP (pronounced “Grip”).
THE RESULT: A huge success on manduka.com completely selling out of The GRP on its first day of availability.
THE WORK:
