Bicycle Playing Cards

Bicycle, a venerable American brand of over 130 years, came to us looking for a concerted positioning and solid brand image for their aggressive marketing objectives in 2009. Bicycle needed more than a make-over, it needed a full reconsideration of its target, including a new focus on Moms and Family.

We dove into the research and profiling of the customers, their buying patterns and what the promise of classic playing cards and games meant in an era of digital gaming. From the deep discovery and research, a tagline was born and implemented – “Bicycle. Come to Play.” We immediately followed the positioning with an complete revamp of their web site, www.bicyclecards.com, which needed to support their stance as an industry leader, provider of fun, and educator on all things related to cards. Strategically incorporated into the site is a robust game rule finder to satisfy the masses of searches and inquiries online for card game suggestions and rules. Using Bicycle’s product line and game finder, we were able to broaden the public’s knowledge of cards, cross promote and grow interest.

Torque is currently extending the new look and positioning across POS, collateral and promotional communications. Slated for 2009 is a integrated online campaign coupled with print advertising and a sweepstakes.

For more about Toruqe, visit torquelaunch.com