HUMMER
Originally built for combat, the Hummer was designed as a military-grade vehicle capable of traversing any terrain. By the mid-1990s, AM General was struggling to scale sales — marketing the vehicle to ranchers and farmers as a heavy-duty work truck.
We cold-called AM General and pitched a different vision. The Hummer wasn’t a utility vehicle — it was an icon in waiting. They brought us in to reimagine the brand.
We repositioned Hummer as a military-grade luxury SUV — a symbol of power, dominance, and unapologetic excess. The new platform targeted top-tier executives, pro athletes, and entertainers. It wasn’t about utility — it was about being unstoppable.
The shift paid off. Sales surged, and the brand generated a tenfold return on the marketing investment.
General Motors acquired Hummer 1999.
We cold-called AM General and pitched a different vision. The Hummer wasn’t a utility vehicle — it was an icon in waiting. They brought us in to reimagine the brand.
We repositioned Hummer as a military-grade luxury SUV — a symbol of power, dominance, and unapologetic excess. The new platform targeted top-tier executives, pro athletes, and entertainers. It wasn’t about utility — it was about being unstoppable.
The shift paid off. Sales surged, and the brand generated a tenfold return on the marketing investment.
General Motors acquired Hummer 1999.
“Few brands in the last ten years made the impact and created the kind of focused marketing excitement as Hummer.”
— Ron Zarrella, President, GM North America