April 21, 2016

Helping a Power Equipment Heavyweight Recharge Their Brand

Screen Shot 2016-04-21 at 2.30.26 PM

Even if you haven’t heard of Briggs & Stratton by name, chances are you’ve pushed one of their lawn mowers, weeded your garden with their gear or fired up one of their generators at your cabin. Briggs & Stratton is the world’s largest producer of gasoline engines for outdoor power equipment, although many people may not realize that. Located in Milwaukee, Wisconsin, they’ve been focused on making great engines for over 100 years. In 2015, they wanted to tell their story in a bigger way than ever.

Screen Shot 2016-04-21 at 2.30.37 PM

Briggs & Stratton came to us with a strategy they’d developed in partnership with Brandgarten. The strategy identified them as a heroic brand, and they wanted us to help bring that strategy to life through creative. How would their new positioning affect the way they communicate and connect with their consumer? The goal was to develop a set of branding tools that would rally their whole company around their new brand architecture and get their employees excited about coming to work in the morning.

Screen Shot 2016-04-21 at 2.30.32 PM

With their new strategy in mind, we came up with several campaign ideas that could creatively express Briggs & Stratton’s unique proposition. One idea resonated the most with the brand: You. Powered. It captured how their engines “powered the possible,” making everyday people the heroes of their own domain.

Screen Shot 2016-04-21 at 2.30.42 PM

We helped them create the core assets of the You. Powered. campaign, including visuals, a brand book and a brand video. With these assets, Briggs & Stratton was able to launch You. Powered. within their company and align their employees around a brand new vision.

Briggs & Stratton You. Powered. from Superhuman on Vimeo.

Congratulations to Briggs & Stratton. We can’t wait to see what’s next.

More from the Blog


4 Questions with Our New Strategist, Libby Kapsner

Tell us about your background in advertising. I spent four years at Indiana University studying Advertising / PR as well as psychology. I had…

Read More


Behind Our New Website

As an agency, nothing is easier to forget about than your own website. Once you’re busy, you can feel like a chef who cooks…

Read More


3 Questions with Ian Traas, Senior Copywriter

At Superhuman, our favorite copywriters work hard to understand a client’s audience and are eager to dig into communications challenges of all sizes. We…

Read More