Snapper Comeback Launch
Following years of reduced visibility in North America, Snapper faced the challenge of reconnecting with longtime brand loyalists while earning relevance with a new generation of homeowners.
As Creative Director, I led brand research, audience analysis, and launch strategy to uncover the equity that still resonated within the market. These insights shaped the brand positioning, messaging framework, and creative platform that guided the relaunch across campaign, content, and experiential touchpoints.
Agency: SPLASH Creatives
Client: Snapper
Built on Memories
The creative platform centered on the idea of "passing it on"—the traditions, routines, and pride that connect generations through outdoor work. Rooted in Snapper's heritage and built for today's prosumer, the campaign told the story of a brand that had been trusted for decades and was ready for its next chapter. Across campaign creative, production, and experiential design, the relaunch celebrated the emotional connection people have with the tools they rely on and the outdoor rituals that become part of family life.
Social Content
Since 1951, Snapper has been part of American lawn care culture. Past campaigns featured names like Kelsey Grammer and Brett Favre. Vintage commercials and archival clips were paired with the new product line to create social content that connected the brand’s history with its comeback and helped attract former dealers back to the brand.
