Case Study for Agency
03-1033373-220

SITUATION
Our client, a manufacturer of defense systems and munitions, has
manufactured a "cluster bomb". Typical cluster bombs leave duds that
can explode unintentionally, killing innocent people. Human Rights
groups, and certain governments worldwide, are attempting to ban these
types of weapons. Our client's weapon is electronically controlled and
automatically disarms itself after a few minutes. It is very different
from the typical cluster bomb, but is labeled as such by the military,
thus including this bomb in the "banned" category.

Marketing Challenge
Separate our weapon from the competition, and convince multiple
audiences worldwide that this product is safe, and harmless to innocent
people.

Application of Solutions
We choose to address the issue of the bad effect that "cluster bombs"
have. We essentially said that we are on the side of the Human Rights
groups by depicting the negative effects of the bomb. However, we also
chose to set the record straight by pointing out the differences and
benefits of our client's product. Utilizing dramatic photography and
headlines in worldwide print and client's website, we presented a
compelling argument that we should not be in the same category as our
competition.
Results
Still early in the program, but at least one Human Rights group has had
a second look at the product and has publicly declared it to be "a
great technical advance" and very different from typical "cluster
bombs".