Fresh Concentrate joins California's GST to help launch their new line of gaming computers, code named "War Machine".
In order to gain a strategic advantage, we decided not to challenge industry leader AlienWare in the Gaming PC category and instead start, and thus be number one in, our own category we called the "Combat PC".
We positioned War Machine as the computer built for the serious adult gamer. Whereas Aliens are cute, imaginary and targeted towards kids; War Machine is recommended for persons over 17 and causes "post-truamatic stress disorder."
Fresh Concentrate produced postcards, stickers, desktop screens, a revamped website and a tradeshow booth. We rolled out the new marketing campaign during the 2007 Blizzard gaming conference and GST sold all the War Machines on display that weekend and sales have been climbing every since.
