By James Wells
PERISHER BLUE: One of the latest brands to join the Shriro Australia stable of brands, Skullcandy, yesterday completed a three day marketing blitz to its core youth demographic in blizzard conditions in the Snowy Mountains.
Skullcandy is an American brand of headphones and audio accessories created by snowboarders that is targeted at a core age demographic of 13 to 18 year olds.
Shriro commenced distributing the range of 25 products from the range in May this year through retailers including JB Hi-Fi, David Jones, Camera House and Myer.
According to Shriro general manager – Brain Humphris, the brand’s participation in the King of the Rails Snowboarding event at Perisher Blue on the weekend, in conjunction with Motorola and Boost Mobile, provided the brand with access to its temperamental targeted demographic.
“This year the World’s Longest Rail made a return and featured 25 of Australia’s top snowboarders. Each rider received three attempts at the rail, with the longest slide take the title and the prizemoney,” Humphris said.
“This is a major event for Skullcandy in terms of brand positioning. King of the Rails will be screened on MTV and we expect that Skullcandy will receive key recognition from our target market as a result.
“This was the event of the season and will receive the most air time and benefit our branding. The riders and other skiers loved the headphones – it is a hot product. People are really getting into the brand – it is one of the best products I have ever had the pleasure to sell.”