Fender - American Vintage II

In 2022, a partnership between McGarrah Jessee, a renowned advertising agency in Austin, and Fender led to the launch of the American Vintage II guitar collection, designed to resonate with vintage guitar enthusiasts. As the Strategy Director, I spearheaded category and consumer research to understand the unique relationship guitar players have with vintage instruments. This insight guided our strategy to position these guitars not just as instruments, but as catalysts for creativity, capable of forging connections across generations of musicians.

The campaign’s cornerstone was the message "You make it vintage," which emphasized the personal journey of making music and the idea that an instrument’s true value is defined by the music it helps create and the stories it tells. This approach sought to inspire both seasoned and new guitar players, suggesting their interactions with the guitar could imbue it with a unique, vintage spirit.

This strategy proved effective, fostering a community of musicians intrigued by the notion that their creativity could transform a new guitar into something vintage. This case illustrates the power of understanding consumer relationships and strategic positioning in launching a product that resonates across a wide audience, leaving a lasting impact in the market.