Crush Skateboard Championships
Procter and Gamble's Crush Soft Drinks asked CDG to create a promotion that targeted their prime 8-18 male segment.
Together with of the product management team CDG analyzed the segment's most popular activities. Consumer surveys showed that skateboarding presented influential archetypes that almost the entire segment watched and respected.
CDG next presented various skateboard activity ideas that could be combined into a promotion with Crush. Among them was a skateboard contest that ultimately was chosen. CDG created the Crush Skateboard Championships, designing all graphics, course fixtures, and sampling signs. We also produced and site managed a qualification series and finals over a 2 month period that lead to prolonged newspaper and TV news coverage, growth in surveyed brand recognition, and increased sales.
