Brunswick Bicycle Introduction

Brunswick CEO on Bicycle magazine cover

New category entries with new management in a crowded, competitive market face skepticism. So when Brunswick launched a new bicycle division, we created a strategy to engage and communicate with industry experts and media about our commitment to innovate and develop the bicycle category. Our communications promoted the success of management in driving innovation in other recreational businesses. We introduced the new division and its Mongoose brand in a blitz at the industry’s leading bike show with a news conference, desk-side briefings and an intensive follow-up media relations campaign. Brunswick immediately became the industry authority on innovation and grew to be a $200 million division in two years.

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