Directed Electronics wanted to refresh the image of it's premier car alarm brand Viper. Having been a strong brand in the 80's, its image was in need of an update. A strong strategy was developed that capitalized on the brand's name, snake icon and tagline, aftermarket automotive industry positioning and masculine roots. The yellow and black color scheme was adopted in place of the previous blue to give the brand marketplace visibility and an aggressive stance. Brand voice follows the BAD strategy in an irreverent tone.

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