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Diamond Back Bicycles - National Campaign

Diamond Back Bicyles, a dominent force in the adult and youth cycling industry for decades, desired a new cohesive campaign that spot-lighted both their BMX and their Freestyle products in the youth marketplace.

 

For this, the Diamondback management team adopted a new company-wide marketing philosophy, "the product was king". This meant the product needed to be forefront in all marketing placements. Their previous campaigns were geared towards "lifestyle-oriented" themes and as a result, their brand was getting white washed with all competing cycling brands concentrating on the same thing.

 

With the success of Marcus' first-generation ad campaign, Marcus was again tapped to develop the advertising campaign for this 2nd-generation creative direction. As with the first-generation ads, gone are the catchy headlines, call-to-action subheads and body copy fluff. The demographic driving the purchase of these youth-oriented products either like what they see or they don't. They weren't interested in "Big Brother's" ad speak.

 

Click to navigate to see the first-generation ad featuring Diamondback's Freestyle bike in this campaign.