Tainted by years of magazine ads that contained little more than images of guitars, paid endorsements and a box of strings, C. F. Martin & Company’s target audience needed a fresh approach to capture their imagination and garner their brand loyalty. We hit the right chord with the “Sound Advice” campaign that related life experiences to the quality attributes of Martin® SP® Strings. We tuned in on the key points that truly make Martin SPs better, and added a note of fun to the ad series. Customers heard the message clearly, and sales boomed 12% beyond projections.