Product Marketing

Choice Concepts needed a product to boost sales. Enter, The Lineman Tumbler.

To revitalize sales, Choice Concepts needed a new product that appealed to electric coops. The product needed to be high quality and functional but also attractive and relevant. So we created the Lineman Tumbler. Comparable to other tumblers on the market like the Yeti, ours was easy to customize and came at a much lower price point.

As marketing coordinator, I chose the design, a simple lineman silhouette, and developed the marketing strategy for its launch.


The strategy focused on the influence of co-ops, which operate as economic, social, and even cultural centers in rural communities, with lineworkers at the center. I used email marketing, webcasts, whitepapers, and testimonials from sample recipients to

Within the first two months of our campaign, we earned over $26,00 in sales, and it became our top-selling product for the next two years. We have since expanded to an entire collection that features the lineman silhouette. The tumbler, however, remains our signature product.