Case Study: Duke Cannon
It all started when…
Erin met the guys behind Duke Cannon at a trade show in Las Vegas in 2015. At the time, the brand was new and they were engaged in guerilla marketing, like leaving notes in people's doors saying "we know you need to stock up!" Erin was charmed by Anthony and Alex's sense of humor but also intrigued by the soap itself. Oh yes: at the time, soap and shave cream was all they sold.
She placed a small order to try it out, and Quinstance customers got hooked! Several men immediately became Duke Cannon devotees and came in regularly to stock up (without leaving notes in their doors). Over time, their line expanded and Quinstance was always first in line to try their new products: the Tactical Soap pouch, Working Man's Face Wash, Bloody Knuckles hand lotion. Duke Cannon was quickly the #2 selling brand in the store!
But Erin's customers weren't the only ones learning about Duke Cannon. By 2017, Duluth Trading Company was carrying the soap. And by Father's Day 2018, Duke Cannon was in Target with special edition Father's Day gift sets.
If you've heard of Duke Cannon – if you've seen it on the shelves in a major retailer – think about when you first heard about it. And then remember that Erin spotted it first in 2015!