Air-Grill Blower

The Air Grill blower barbecue accessory faced a quandary common to emerging packaged goods companies. How do we build brand recognition and sales among both the customer base who will buy our product and the stores that will stock it?

The secret ingredient, we deadpanned, is the brand. To stand out, the Air Grill needed an attitude that would resonant with the crowd who would use it most – hard-core grillers who wouldn’t dream of relying on propane. 16 Rays created a print campaign for them that adopts just the kind of banter likely heard around the grill.