The Impact

With extensive coverage from the likes of ELLE Decoration, Financial Times, Wallpaper*, Good Housekeeping, Esquire, The Sunday Times, and more, our positioning of Sound Burger as a design icon, a symbol of how one brand has influenced the way multiple generations experience sound, and the ultimate gift for music lovers, was a certified hit.

The re-launch of the Sound Burger was such a success that the limited run sold out in days – and Audio-Technica decided to make it permanently available in a range of new colours.

Part of that success came from our work to ensure a successful launch day. Our approach was multi-faceted, starting with under embargo outreach to the key tastemaker publications that ensured launch day arrived with a buzz.

Then, to drive home the significance of this special limited-edition release, we orchestrated interviews and brand profiles that highlighted Audio-Technica’s unique credibility in the space of home and professional audio technology.

Success is nothing unless it’s sustained – and that’s why the work didn’t end there. We recognised the aesthetic appeal of this unusual product and spent the next 12 months focussing on photoshoots and lifestyle coverage that would turn what could have been a niche collector’s item into a must-have accessory for young music fans as well as their parents.