- November 02, 2017
[/av_heading] [/av_one_full] [/av_section] [av_layout_row border=” min_height=’15px’ color=’main_color’ mobile=’av-fixed-cells’ id=’welcome’] [av_cell_one_half vertical_align=’top’ padding=’0px’ padding_sync=’true’ background_color=’#00b4e9′ src=” attachment=” attachment_size=” background_attachment=’scroll’ background_position=’top left’ background_repeat=’no-repeat’ mobile_display=”] [/av_cell_one_half][av_cell_one_half vertical_align=’top’ padding=’0px’ padding_sync=’true’ background_color=’#0099bc’ src=” attachment=” attachment_size=” background_attachment=’scroll’ background_position=’top left’ background_repeat=’no-repeat’ mobile_display=”] [/av_cell_one_half] [/av_layout_row] [av_section min_height=” min_height_px=’500px’ padding=’default’ shadow=’no-border-styling’ bottom_border=’no-border-styling’ id=” color=’main_color’ custom_bg=” src=” attachment=” attachment_size=” attach=’scroll’ position=’top left’ repeat=’no-repeat’ video=” video_ratio=’16:9′ overlay_opacity=’0.5′ overlay_color=” overlay_pattern=” overlay_custom_pattern=”] [av_three_fifth first min_height=” vertical_alignment=’av-align-top’ space=” margin=’0px’ margin_sync=’true’ padding=’0px’ padding_sync=’true’ border=” border_color=” radius=’0px’ radius_sync=’true’ background_color=” src=” attachment=” attachment_size=” background_position=’top left’ background_repeat=’no-repeat’ animation=’pop-up’ mobile_display=”] [av_heading tag=’h1′ padding=’10’ heading=’Before.‘ color=” style=’blockquote modern-quote’ custom_font=” size=’32’ subheading_active=” subheading_size=’15’ custom_class=” admin_preview_bg=”][/av_heading] [av_textblock size=” font_color=” color=” admin_preview_bg=”] At the beginning of 2017, Anthony Cooper, CEO of Watts Urethane Products Ltd came to BEAF with a polyurethane (PU) product sample, that he was confident had great potential for the end-consumer market.
Polyurethane is a kind of “super-rubber” (although we should stress it’s not actually rubber), which has tons of amazing properties when formulated in certain ways. Anthony, traditionally more accustomed to creating and manufacturing world-leading PU products for a wide a range of industries, approached BEAF with this tape sample, an identical version of which had been –and still is– used to protect the chainstay on Watts’ Technical Director’s Enduro downhill mountain bike since 2014.
Anthony had seen the product, recognised its potential and possible applications, and wanted to work together with BEAF to turn it into a consumer brand.
[/av_textblock] [av_heading tag=’h1′ padding=’18’ heading=’After.‘ color=” style=’blockquote modern-quote’ custom_font=” size=’32’ subheading_active=” subheading_size=’15’ custom_class=” admin_preview_bg=”][/av_heading] [av_textblock size=” font_color=” color=” admin_preview_bg=”] Creating an end consumer brand was a leap of faith for Watts, as they’d typically always manufactured and sold B2B products. BEAF worked closely with Watts’ marketing team and created the brand Adventure Tape.Adventure Tape is primarily aimed at the outdoors market and has literally hundreds of uses. A bit like a stronger, stretchier, non-adhesive version of Duct tape, it can be used to lash things together, constrict, or simply applied as a quick fix.
In order to generate press about the product, and indeed, validate it to see if it was something Watts should put into mass-production, the BEAF/Watts team launched it on Kickstarter and BEAF ran an accompanying PR campaign around it.
(See the video below, or visit the Kickstarter campaign here.)
[/av_textblock] [av_video src=’https://youtu.be/jRzJzcAk4S4′ format=’16-9′ width=’16’ height=’9′] [av_heading tag=’h1′ padding=’18’ heading=’Results.‘ color=” style=’blockquote modern-quote’ custom_font=” size=’32’ subheading_active=” subheading_size=’15’ custom_class=” admin_preview_bg=”][/av_heading] [av_textblock size=” font_color=” color=” admin_preview_bg=”] Within 10 days, Adventure Tape had met its £15K funding goal and at campaign completion was over 300% funded, with pledges from more than 1,500 backers across the world, raising a whopping £45k in Kickstarter pledges for Watts.The product has reached millions through press coverage and has been featured by some of the world’s biggest blogs, like Yahoo, Digital Trends, NowThis, Uncrate.com and New Atlas – to name but a few.
BEAF’s role in this was to work with Watts’ marketing team to position the product, deliver the brand, create a video, design and develop a website, create the Kickstarter campaign and handle the day-to-day management of press, social platforms, Kickstarter backers, retail and distributor enquiries, and consumer engagement.
Adventure Tape is now on its way to being mass-produced, and with significant retailer interest generated, should be hitting shops sometime in 2018.
Interested in launching a product on Kickstarter but not sure where to start? We can help, just get in touch.
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