SOG Specialty Knives & Tools has named Hanson Dodge Creative (HDC) its agency of record. The announcement follows the launch of the “Mission-Grade” campaign for SOG multi-tools and backpacks.
SOG knives and tools are field-proven by U.S. Special Forces, even honored as the Navy SEAL knife of choice. Elite professionals everywhere—military, search and rescue, law enforcement, professional hunters and more—regard SOG as the brand of choice when it comes to meeting their demanding needs. HDC’s integrated “Mission-Grade” campaign aims to attract a broader outdoor enthusiast audience by juxtaposing the everyday tasks you’d perform with normal multi-tools with scenes depicting elite professionals performing these same tasks in situations that are anything but everyday.
“Hanson Dodge Creative impressed us from the beginning with their deep strategic thinking, killer creative and integrated, results-oriented marketing mentality,” Chris Cashbaugh, SOG’s marketing director, said. "We’re excited to make our agency-of-record partnership official and continue to work with HDC to grow SOG’s awareness, engagement and market share among a broader consumer audience.”
SOG first began working with HDC in 2013, when the two partnered to launch the brand’s first national advertising campaign, “Rise to the Occasion,” and a new tagline, “Take Point.” The campaign, which included print, digital, social, trade shows and a website redesign, dramatically increased SOG’s brand awareness and drove a 40 percent increase in website sales.
“SOG is a badass brand with a remarkable heritage. We’re proud to be their agency partner and excited to help transform their business and grow their loyal following of diehard consumers,” HDC Executive Creative Director Chris Buhrman said.
As SOG’s agency of record, HDC will lead the promotion of new and existing product lines via integrated, strategic marketing efforts.
Taking its name from an elite Special Forces military group from the Vietnam era – theStudies and Observation Group – SOG was founded in 1986 by designer and toolmaker Spencer Frazer. SOG has gone on to produce the favorite models of specialty knives and tools used by the military, law enforcement, industrial tradesmen and outdoor enthusiasts worldwide. SOG’s diverse range of award-winning knives and tools are sold worldwide. For more information, visit www.sogknives.com.
About Hanson Dodge Creative
Hanson Dodge Creative (HDC) is a fully integrated, strategically driven agency — a mashup of designers, developers, writers, inventors, strategists, dreamers and analysts. We unleash the full power of our collective mind to inspire audiences and transform business. Our specialties are brand engagement, campaign development, technology solutions and digital commerce. Learn more at hansondodge.com.