Kowa Sporting Optics

CHALLENGE

Introducing Kowa as a competitive quality brand despite being a newcomer to a market full of existing industry leaders.

The premium sporting optics segment is dominated by the two German giants, Zeiss and Swarovski. As a newcomer to this segment, Kowa needed a solid and effective strategy to enter as a premium Japanese brand, focusing on the high quality and innovative features their products provide.

STRATEGIC APPROACH

Multi-channel marketing campaign aimed to build awareness as a premium optics brand.

BrandDNA successfully developed and launched a multi-channel integrated marketing and advertising campaign aiming to displace the myth of German optics and encouraging consumers to consider Kowa as a premium optics brand. Some key features of the campaign included:

    • Emphasizing the high quality of glass, innovative features and design of Kowa optics.
    • Delivering the product to key influencers in the birding and outdoors market for field-testing to confirm the premium quality of the brand.
    • Attending industry tradeshows to educate consumers about the brand and give them the opportunity to experience it first-hand.

OUTCOME

Kowa grew to become one of the top 3 leading brands in premium optics. It has garnered a substantial market share, won numerous industry awards, and is now carried by most leading retailers across the globe.