Dodge Demon Unleashed!

Demonic Demand for the new king of Detroit muscle

The Situation:

FCA unveiled the all new 2018 Dodge Challenger SRT Demon ahead of the New York International Auto Show in April 2017. Dodge said the Demon is the world’s fastest 0-60 production car: It can get there in 2.3 seconds. And from 0-30 m.p.h: 1 second. With those impressive numbers Dodge needed some equally exciting merchandise that could match the impressive buzz surrounding this new beast.

The Solution:

Helm's merchandise, marketing and creative teams combined their talents and launched an entire collection of Dodge Demon merchandise ranging from caps and apparel to hard goods and specialty items. The new collection captured the essence of the Dodge Demon. Together with the Dodge brand team, the merchandise was offered to an enthusiastic group of brand fans, advocates and dealers.

The Results:

The results were immediate. With the car generating enormous excitement in the automotive world and with muscle car enthusiasts around the world, the Dodge Demon merchandise was hard to keep in stock. Dealers and consumers couldn't get their hands on the Demon right away but they could get something as cool now. Even a specialty pen that captured the sound of a Dodge Demon as it launches off the line was developed to bring another unique twist to the Dodge Demon experience.

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A premium brand gets premium recognition

Castrol, a premium motor oil, had an online retail store (eCommerce site) for branded merchandise.

Adjusting a strategy brings rewards

The Shop Ford Gear website that sells branded apparel and vehicle accessories for the Built Ford