Aliph's Jawbone: A Marketing 50 Case Study

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Photo: Tony Pettinato
Aliph's Jawbone isn't just another wireless headset. The sleekly designed Bluetooth device rests on a user's jaw, and the technology inside eliminates background noise. The challenge for Elizabeth Bastiaanse Hamren, 36, VP-marketing and product management at Aliph, was to make people understand how different Jawbone is.

Whether it's Yves BĂ©har'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.
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