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Gasser Chair, a 65-year-old company and leader in seating products for the hospitality and gaming industries, faced challenges of a tight economy and competition from cheap, foreign knock-offs and lower priced, lower quality domestic suppliers.


Gasser had established its brand on durability – chairs that lasted for years longer than the competition. However, given the economy, procurement departments began making decisions on initial cost of purchase versus longer-term investment.

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03. PLAN

Rather than drive down the price for what purchasers considered was nothing more than a chair, we established a brand platform to build the equity of Gasser products and enact a price premium. This required a ground-breaking marketing strategy and creative campaign to institute a quality over price proposition. “Gasser Dazzles” is revolutionary in the industry and distinct from the lower priced competitors.


A brand transformed! Within the first year of the campaign, Gasser experienced a turnaround of three straight years of sales declines and turned it into a $3 million annual sales increase. The company was awarded the American Gaming Association’s “Campaign of the Year,” beating out industry giant Caesar’s Entertainment. “Gasser Dazzles” had tremendous momentum even entering its fifth year of producing revenue growth.

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