(Madison, Wis.) – Planet Propaganda created the name, logo mark and supporting brand identity materials for Cambiatta. Earning attention from bike dealers, sporting goods stores and their fitness-minded, time-constrained customers, the Cincinnati-based company’s new product maximizes the effectiveness of adults’ exercise goals and training time.
“Cambiatta and Planet faced the familiar challenges of a start-up company,” says Planet Propaganda brand manager Greg Wold. “Budget was tight, timing of the market introduction was critical, and grabbing hold of prospective customers’ curiosity was essential.”
Developed for cyclists and applicable to many athletes in training, Cambiatta’s compact, wireless hardware works in conjunction with existing display equipment to collect and store the detailed information generated during a workout. It produces a file that is then uploaded for analysis with accompanying software to examine the athlete’s workout and target areas for improvement.
“The name ‘cambiatta’ is actually an Italian musical term that indicates improvement and progress. We wanted a name that harkens back to the idea of old school, Italian road bikes. When I came across cambiatta in my musical dictionary the word fit so well. It sounded so bike-like, as if the word itself was moving,” says Seth Gordon, Planet writer. “Our client and everyone we shared it with instantly recognized that same sensibility.”
Complementing the logo and teasing the product’s capabilities, Planet suggested the tagline “You Train, It Listens.” Wold elaborates, “We wanted to notice the product as being different and to understand how they might use it in their training regimen. This is especially important in bike shops where they display these types of tools in what they refer to as ‘the coffin.’ It’s here, at the glass counter case where the salesperson and customer have the opportunity to talk about accessories and new products. We want them to look into that display case, see this new item in its clear plastic package printed with its melodic name, logo mark and intriguing tagline, and we want customers to ask some questions: What is it? What’s it do? How much does it cost?”
Cambiatta’ suggested retail price is $179.00 and provides many of the same functions as devices costing much more. According to Wold, “approximately 80 percent of frequent riders have a bike computer and nearly everybody who’s serious about fitness has a heart monitor, but up until now anything that could track this data and help you analyze it would cost about $1,000.”
With an attractive price point and identity, Cambiatta connected with 21,000 retailers and prospective customers at September’s 2005 Interbike International Bicycle Expo. The following month, 40 bike dealers from California to Connecticut carried the product. For more information on Cambiatta, please visit www.cambiatta.com.
Planet Propaganda is a design, advertising and interactive company committed to shaping passion-based brands. Founded in 1989 in Madison, Wis., Planet’s national clients include Gary Fisher mountain bikes, Bretford furniture, and PunchStock royalty-free images. For more information, please visit http://www.planetpropaganda.com.
