Hostage Tape
Elevating Hostage Tape from a little-known concept to the world’s leading mouth taping brand by targeting men—who make up 70% of snorers—and sparking conversation around the dangers of mouth breathing.
Client
Hostage Tape
Growth
0 to 14 Million
Service
Brand Identity
Growth Marketing
Packaging & Design
Photography & Video
Duration
2022 to Present
OverView
Hostage Tape is a mouth taping company with a mission to help people sleep better by promoting nasal breathing. Recognizing that men comprise the majority of snorers, our objective was to create a bold, male-centric brand that disrupted the sleep industry and mainstreamed mouth taping as a legitimate solution for better health and well-being.
The Challenge
Before Hostage Tape, mouth taping as a concept was virtually unknown. The brand faced the dual challenge of needing to educate consumers about an entirely new practice while overcoming outdated perceptions about sleep health. Additionally, no existing products or brands specifically catered to men, leaving a significant gap in the market and limited resources for awareness-building.
The Solution
We developed a provocative, masculine brand identity designed to spark curiosity and conversation. Every touchpoint—from logo and packaging to social media and email marketing—emphasized a strong, edgy aesthetic that appealed to male consumers. A multi-pronged strategy, combining aggressive branding, distinctive product design, and extensive educational content, was deployed. By highlighting the importance of nasal breathing, we fueled a massive social media and marketing push to shift consumer habits, driving awareness and acceptance of mouth taping worldwide.
The Result
The Hostage Tape brand quickly became the largest mouth taping company on the planet. Rapid adoption was fueled by endorsements from top athletes, celebrities, and influential figures, transforming Hostage Tape into a cultural conversation starter about sleep health. By normalizing a once-obscure practice, Hostage Tape has set the standard for mouth taping and established a recognizable, trusted presence in the global wellness and sleep markets.
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