Kingston-based designer of self defense flashlights launches first national ad campaign.
Until recently, Brite-Strike Tactical Illumination Products had focused predominantly on selling its self-defense flashlights to law enforcement officers through trade shows and word of mouth.
Now, less than a month after completing a reverse merger that made it publicly traded, the Kingston company has embarked on a nearly $500,000 national advertising campaign aimed at introducing the company’s products to everyday consumers.
The campaign began earlier this month with a full-page newspaper ad that ran in 95 percent of USA Today’s Aug. 13 editions. It will continue through the end of October with 30- and 60-second cable television advertisements on channels such as CNN, Fox News and MSNBC.
Brite-Strike’s push for national exposure follows the report last week that it had reached a deal with BJ’s Wholesale Club to sell the company’s Lightning Strike – a hand-held self-defense flashlight designed for use by the general public – at 28 of the Natick retailer’s stores in 16 Eastern states, as well as on the BJ’s Web site. Brite-Strike has also begun selling its devices to the public on Amazon.com and Lowes.com.
Company co-founder and President Glenn Bushee said the ad campaign is timed to coincide with the beginning of the school year.
“Back-to-college is a critical market segment for us,” Bushee said. “We’re hoping to catch some back-to-school business with the Lightning Strike series, allowing us to capture some additional business in the fourth quarter.”
Brite-Strike vice president for finance John Lennon said funds for the campaign were allocated as part of the newly public company’s capital structure. Bushee said this ad campaign marks the company’s first major retail marketing effort.
“Our goal is to bring personal safety into the hands of ordinary citizens,” Bushee said.
A.J. Bauer may be reached at email@example.com.