A government regulation requiring more energy-efficiency from the light bulb industry resulted in a market glutted with an overwhelming array of modified incandescent, halogen, LED and CFL light bulbs. Lucidity Lights, a Boston-based start-up, developed a unique lighting technology it called Acandescence.™ A proverbial “David” against multiple lighting “Goliaths,” including Philips, Sylvania and GE, Lucidity Lights needed a brand name and go-to-market strategy on a shoestring budget.
Eighth Hurdle’s “Light Revision” positioning reminded consumers that lighting is more than lumens, color rendering indexes and Kelvin temperature. We shifted the industry narrative by pointing out what everyone was ignoring: energy-efficient lighting made us all look and feel bad. With this foundational positioning, we helped create the brand name Finally Bulbs (after five rounds!). We developed and managed all aspects of a fully-integrated launch plan: logo, packaging, website design, point-of-sale, social, digital and traditional media, public relations and participated in discussions with big box and regional hardware retailers. We created and managed the “No More Ugly Bulbs” experiential tour where consumers traded in their ugly bulb and received a free Finally Bulb. We secured the front page of The New York Times and the story unleashed a flurry of hits in a wide range of media outlets, including Bloomberg Businessweek, Good Housekeeping, Slate, House Beautiful, CNBC, USA Today, Gizmodo, Fox & Friends, Forbes and National Geographic.
Finally Bulbs was selected by This Old House as a Top 100 “Best New Home Products” in 2014. Leadership at Ace Hardware bestowed one of the finest compliments: “Finally helped restore order in the lighting aisle.”