Partnerships to align with new lifestyle and wellbeing products

2019 will see the global launch of Bose Frames – sunglasses with tiny built-in wireless speakers. They’re not the only brand exploring this space, but we think it will be looking to allocate some of its £117m global media spend on partnerships and influencers to create awareness for its new product. Purpose-designed Bose AR experiences are will be showcased at SXSW 2019 in Austin, Texas this coming March.

Lifestyle: This launch could coincide with a broader repositioning as more of a lifestyle audio brand, moving away from a core message of performance. Ray-Ban and Warby Parker have been flagged as potential product collaboration partners. At $199, the product will be at the lower end of its price range, again focusing on broader audience accessibility. Bose looks set to begin experimenting with "Audio AR" as it launches a pair of sunglasses designed to offer unique sound experiences. The product, set to retail for $199, will be released at the beginning of the new year. This comes on the back of $50m in funding for the new concept.

Wellness: The audio equipment brand is also showing signs of a growing interest in wellness and mindfulness with a crowdfunded in-ear sleep aid and FDA approval for a D2C hearing aid for older consumers. The in-ear sleep aid, retailing at just under £200, is geared towards mimicking noises that stimulate a better sleep, and it is set to be targeted towards those with hectic lifestyles.

Partnerships prominent in advertising: Its partnership with Mercedes-AMG Petronas Motorsport recently featured heavily in a global ad campaign, leveraging Lewis Hamilton as a brand ambassador and model for its new SoundSport Free wireless headphones. The product focuses on empowering athletes to perform better without worrying about cumbersome headphones, balancing innovation, convenience and sound quality.

Media Spend Q1-3 2018: N/A

Partnerships: Mercedes-AMG Petronas Motorsport, NFL, Kraft Sports + Entertainment

Key decision-makers:

Head of Global Consumer Marketing Nicola Emsley - connect

PR Lead – Europe Tina Withington - connect