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Human Touch

Rebranding a Product To Redefine A Retail Category

When the nation’s leading supplier of massage chairs looked to us for a strategy to showcase the company’s newly re-branded consumer product division, we started by maximizing visibility of Human Touch and its award-winning HT-7450 Zero-Gravity Massage Chair at key technology and design trade shows that focused on wellness, design and technology. At CES and Las Vegas Market, we played into the weariness of trade show participants and attending media, and engaged national broadcast media outlets to take a moment to “experience” the H-7450 massage chair themselves.  Our national public relations campaign completely re-focused media perception of the product category itself — massage chairs — from just “simple comfort/luxury indulgence” to essential lifestyle,health and wellness.