Advanced Project
Introduction
The Challenge: A brand name which is a cheeky form of endearment in Douchebags’ native Norway, but quite the opposite in the English-speaking world. One of ECHOS’ solutions to the first-impression problem was to downplay the proper brand moniker in favor of the “Db” shorthand already in use by the brand and featured prominently on product.
Approach
We were careful in our outreach, and despite initial difficulties we were able to move many journalists past the brand name and focus instead on the unique design and features of Db’s bag collections. To this day, we often see media reps still sporting their Db bags.
