The Challenge
Copper Flex was launched in early 2014, entering a market already filled with competitive copper-infused products. Idea Village’s creative approach made it a standout in the field. Although the initial response to the product was strong, indicating high demand and the potential for a long product lifespan, the brand was renamed Copper Fit to better capture what it offered. The task was to showcase the brand’s capability in providing relief and comfort, catering to both everyday and professional active lifestyles.
The Solution
Determined to brand Copper Fit strategically and efficiently, we initially utilized 120-second ads to introduce the concept, then strategically added 60-second and 30-second spots. Diray Media demonstrated its brand-building power as Copper Fit expanded beyond the initial product, successfully launching eight brand extensions to date. Through product innovation and quality ad messaging, the Copper Fit brand continues to launch new solutions for both active adults and sports enthusiasts alike.
The Results
