Introducing TASER for self-defense. Ubiquitous in the world of law enforcement, the TASER story was not quite the same with consumers. Founder in 1993, the company had not launched a new consumer product since 2016 and had an unaided brand awareness rating of 2.7%.
I joined the parent company, AXON (formerly TASER International) as the VP & General Manager of the consumer team in 2020. My mandate, re-imagine the brand and the products for the consumer space. Grow consumer awareness and drive the revenue growth. Working with our local design agency, we refreshed the brand visual language and messaging, inspired by the technology and brand ethos. We launched two new TASER hardware products, a personal safety app, and a line of branded accessories and apparel. Visit taser.com to see it all.
TASER
VP / GM AXON for Consumers
New Product Launches
Armed with consumer insights and gap in the market identified, we set out to launch two new devices. Each one had the same objectives. First, to appeal to a non-firearm audience seeking an effective, non-lethal self defense solution. Then to enter the retail market with design and packaging that positioned the products closer to consumer electronics than Smith & Wesson. This strategy came together in the shape of three new products , the TASER Bolt 2, The TASER StrikeLight 2, and Axon Protect, the safety companion app.
TASER BOLT 2
A safety marvel wrapped in a discreet form-factor. Designed to be easy to use, with advance protection features such as laser targeting and connected app for connected safety.
While this video was staged, real events like this are unfortunately way to common. This video was designed to introduce our audience to the products key features.
BOLT 2 + AXON PROTECT
Introducing the world’s ultimate panic button.
Call on an Axon Agent for backup in any situation.
Instantly connect you to a larger network of friends, family, professionals with apps and services that get you the backup you need, when you need it. With an emergency alarm, concierge, and rapid response service, you can relax in knowing help is always available.
Driving Brand Awareness
TASER is iconic in both the media and in our imaginations. Yet 65% of people surveyed did not understand the difference between a stungun and a TASER device.
RADIO CAMPAIGNS
An unsual challenge for growing awareness is the fact that by the nature of its very name, the TASER brand is blocked from 99% of digital advertising. We got creative in how to spread the word and drive brand ambassadors.
