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Murray bicycles, the second leading producer of kids' bikes in the U.S. after Huffy, faced a situation in which retailers demanded a new bike style every year. Murray didn't have the financial resources to fulfill that request. What they did possess was a new frame style, one they needed to promote, but which had to last more than one year.


Decided to drop all references to Murray since Murray had no brand equity with the target audience, young boys ages 7-12.

Named the bike Whiplash and imbued it with an aggressive, powerful image.

• Developed a TV campaign with a two year life span that built equity in frame style and created demand for the frame design.



Whiplash became the #1 selling boy's bike in America that year.

Outsold Huffy's "Doctor Shock" 2 to 1 in the first year.

#1 selling boys 20" bike in the U.S. two years in a row.




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