This year marked the 60th anniversary of Alpha Industries and gave us an opportunity to highlight an important chapter in the life cycle of the brand. The anniversary campaign was centered around “Everyday Heroes,” a narrative profiling and honoring people close to the brand. We focused on a diverse group of personalities that highlighted both brand growth and a shift towards a more inclusive audience. In celebrating the individuals that make Alpha unique, we were able to honor our loyal audience and excite new customers.
We focused marketing efforts on championing the brand’s heritage credentials by highlighting the authentic and powerful narratives across site, email, and social campaigns. This messaging not only resonated with legacy customers, but also reinvigorated new and existing customers.
In addition, we worked to establish a new direction for both the brand’s visual message and tone and reinforced Alpha’s human side through creative storytelling.