Chiller Launch
Brand leadership. Product Positioning. GTM strategy. Storytelling. Community.
Approach
We knew there was huge demand for a product like this—our pre-sale alone sold over 1,000 units in just two weeks. But launching the Chiller wasn’t just about introducing a new product—it was about establishing an entirely new category.
From customer research, we learned two critical insights:
Our audience wanted the best—but they also needed help understanding why the Chiller was essential. Many of the product’s features created convenience in ways they hadn’t even imagined for themselves.
Without clear storytelling, the Chiller would just be another black box in a market of chillers. We had to create a compelling narrative that positioned it as the only real option.
This is where my experience sitting between product and brand allowed us to connect the dots between the Chiller’s features and the stories we needed to tell.
Three-Part Strategic Approach:
Aspirational Storytelling – Speak directly to the payoff of the customer’s problem, showing them how the Chiller fit seamlessly into their routine.
Feature-Driven Education – Make it easy for customers to instantly see the value they were receiving.
Experiential & UGC-Driven Marketing – Create an experience that would allow for organic community storytelling and social amplification.
Execution
Storytelling That Connected a Feeling
We built our lead campaign around the idea of convenience—removing friction from cold therapy. This led to the development of our core messaging:
"Ready When You Are."
This one-liner became the anchor for our storytelling, reinforcing that the Chiller wasn’t just a machine—it was a seamless extension of the customers active lifestyle.
Feature Highlighting for Quick, Clear Value
We knew from research that some of our most groundbreaking features weren’t immediately obvious to customers.Many of them sat just below the surface of everyday use but solved major pain points. To bridge that gap, we developed a modular storytelling framework:
Performance, Durability, and Connectivity – We grouped features into these three pillars to make them easy to understand.
Layered Feature Stacking – We combined top-level, immediately valuable features with deeper, technical innovations, so customers could see the expansive value they were receiving.
Visual Storytelling Modules – Working closely with our design team, we created rich, interactive content that highlighted features in a way that was easy to digest at a glance.
Immersive & UGC-Driven Experience
We knew that nothing would be more convincing than letting customers feel the difference for themselves. That’s why we designed our launch around a major live event, drawing 60,000+ attendees from our core audience.
Live Demo & Immersive Store Experience – Instead of just displaying the Chiller, we designed an interactive space where customers could experience the product in action.
Strategic Content Creator Partnerships – We collaborated with influencers who were already attending the event, ensuring that our experience was shared with a massive digital audience, creating a sense of FOMO for those who couldn’t be there.
UX-Driven Physical Design – Rather than approaching this like a typical trade show setup, we worked with industrial designers and UX designers to craft an experience that felt as intuitive and immersive as a well-designed digital product.
Chiller Launch
Brand leadership. Product Positioning. GTM strategy. Storytelling. Community.