Innovation :July
From July 2006
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Design Annex: Cranking Out Must-Haves
By Michael J. FitzgeraldThe invention of the iBeat, a set of Apple iPod “earbuds” with wires that pulse with colored light in time to the tunes being played, seems almost a no-brainer in retrospect — a cool must-have product for the young or young at heart.
But it took a flash of visual acuity by the staff at Design Annex on Folsom Boulevard in East Sacramento last year to see the possibilities of capitalizing on the ad campaign that emphasizes the simple wire connecting the portable music and video player to its headset.
Referring to those ever-present silhouettes dancing in ads on billboards and TV, at bus stops and in magazines, Trent Smith, Design Annex’s marketing director says, “We thought, if we can do a play on the Apple iPod campaign, do something similar with light, it would be cool.”
Design Annex’s accessory for the ubiquitous music and video player was deemed one of last December’s top-10 Christmas gifts by NBC’s “Today” show.
Cool and Hot
Continued...
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