|Photo: Tony Pettinato|
Whether it's Yves Béhar's industrial design, which uses medical-grade plastic; or color names such as Blah Blah Black; or marketing materials that dub the device "earwear," all signs point to Jawbone as a lifestyle choice.
The company boosted overall consumer interest this summer with colors available only at Best Buy, video demos at AT&T stores of Jawbones being used on a construction site and availability at Apple stores. Other innovative marketing included an offer of a $20 discount to Californians who've been ticketed for talking on the phone while driving under the new hands-free law. And Crispin Porter & Bogusky, Miami, created Jawbone's first branding campaign, themed "People Will Talk" and featuring transgender model Amanda Lepore.