Adrenaline Research Labs Unveils Brand Launch with 'Obliterate the Ordinary' Campaign

From strategy to packaging to creation of the new website, TBA Outdoors, an outdoor leisure-oriented marketing firm, worked with ARL on the launch.

​Adrenaline Research Labs (ARL), a new consumer brand of exploding targets designed for the novelty and adrenaline seeking recreational shooter, today announced its official launch with a new campaign and website created in tandem with agency partner TBA Outdoors.

Called “Obliterate the Ordinary,” the campaign – through vivid, up-close imagery – spotlights the so-called adrenaline rush that fuels those participating in this sport. This special category of shooters seeks more excitement and challenges as they become increasingly involved and better at their craft.

In tandem with the campaign and brand launch, ARL also unveiled its new website. At
​https://www.adrenalineresearchlabs.com/, visitors can immerse in the brand firsthand through an interactive lab, which “houses some of the most advanced energetic materials, technologies and firepower optimised for pure adrenaline ignition.”

ARL partnered with TBA Outdoors, an outdoor leisure-oriented marketing firm, to conceptualise and launch its new brand. The firm worked with ARL on a holistic brand development process, spanning strategy, positioning, competitive analysis, brand guidelines, a new website, packaging, design, photography, videography, creative and promotional swag.

“Building a brand from the ground up has been both challenging and rewarding for our team,” said Scott Brandon, TBA Outdoors CEO. "This has been an immersive, hands-on journey, and I’m proud of the work our team has done to bring ARL to life. The adventure is just beginning, and I’m excited to see where it leads.”

ARL’s brand launch comes at a time when the U.S. shooting sports industry is growing. The shooting range segment alone, within which ARL operates, is valued at around $1.29 billion, with a projected CAGR of 7.6% through 2032, per Polaris Market Research.

“The recreational shooting category is one that is deeply rooted in novelty and excitement. And yet, the sector has been surprisingly slow to introduce new thrills and highs,” said Curt Stafford, chief financial officer. “We teamed up with TBA Outdoors to help us really understand this target consumer so that we could make sure we created a brand and overall experience that met their needs.”

ARL this month launched its inaugural product, the AlphaCharge. Innovative features include being custom color compatible, a larger target surface area, a one-step mix process, and an ultrafine quick fuse powder that mixes in seconds. Additional products include a Baby Boom colour-coded gender reveal exploding target.

TBA Outdoors is part of TBA Worldwide, a fast-growing independent collective of advertising agencies and specialty marketing firms.