Larami, a small company in the fiercely
competitive toy industry, possessed a very unique design innovation
in the squirt gun category. They were having only modest success
and were looking to increase awareness and sell more units.
They needed to create a big impact on a small budget relative
to their competition.
Renamed and repositioned the gun to emphasize its size and
breakthrough creative for TV on a small budget to create a
buzz, maximize awareness, and increase demand for the product.
in coordinating an aggressive public relations effort to get
the word out.
• 8 million units sold.
• SuperSoaker became America's
#1 selling toy ahead of Barbie the year it was introduced.
• Due to the success of SuperSoaker,
the company grew sixfold.