Predator Cues, a brand preferred by professional billiard players for its high-tech pool cues, was launching a second brand, Poison, a more affordable option for the more recreational player featuring innovative and eye-catching design. The innovative designs fueled the thinking behind the “Looks Can Kill” campaign, which positioned the new cues as poison to your opponents.
Attributes of each cue line were represented by strong visuals that made associations with the product enhancements, like the textured, snake-like GTX grip on all VX cues.
Consumers could delve into the website to learn more about each cue's innovative design, and which 'poison' would take their game to the next level.
To get fans to spend more time interacting with the new brand we created a deadly game of sudden death billiards.