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Cake

Overview

Since partnering with TRUE in 2018, CAKE has grown exponentially — from an innovative contender and manufacturer of lightweight electric off-road performance motorcycles to a category-defining leader, shaping the face of sustainable and environmentally-friendly technology in motor sports. In the ten months since launch, CAKE's first model, the Kalk, has been nominated for ten awards and won eight times.

Highly individualized media strategy.

Challenge

Introducing a new and groundbreaking brand requires persistence in ensuring the media is fully educated not only on the product but the brand's mission and how the product conveys such a message, including being kept apprised of any production delays and deliveries for demos.

Approach

Working in tandem with CAKE's team in Stockholm and Los Angeles, TRUE created a highly individualized media strategy, including collaborating on press messages, media trips and journalist demo opportunities. 

Solutions & Results

With unique brand messages, awards news and product updates, including a plan to have key journalists demo and review CAKE's bike, TRUE secured 80 hits for CAKE in 2018 with placement in both endemic and non-endemic lifestyle media outlets.