Facing competition from me-too and impostor products, we decided the Tortex® brand needed a little love, and put together the Tortex®: It’s More Than a Pick campaign. Our goals for Tortex® were simple: reinforce its place as rock’s most iconic pick, own the rainbow color palette, and raise sales by 20%. Our campaign included a social media contest, point-of-purchase displays, branded merchandise giveaways, YouTube pre-roll advertisements, online ads, tradeshows, email marketing, and a running series of ads tying the picks to classic albums by notable rockers such as Guns 'n Roses, Green Day, and Metallica. And that sales goal? It didn’t stand a chance.