A couple years ago, the Hammer Bowling brand was in a very different place. Sales were lagging, and Hammer had to steal significant market share from Storm in order to merely remain flat in sales over the next year. To add to the situation, Hammer was faced with a depleting market of serious bowlers. In the last decade, USBC membership had declined by nearly 40% and the number of bowlers who play more than 25 games per year had decreased by 20%.



Hammer reached out to Moon Landing to re-inspire this consumer base and sell a boatload of bowling balls in the process. No small task, but Caffeine was up to the challenge. After listening to stakeholders within the company, and gathering insight from around the industry, we discovered that the industry – as a whole – had lost sight of what really matters to serious bowlers. The time had come to call an end to this BS. It was clear that the industry needed a leader, someone to start a movement and bring the focus back to the things that really mattered to serious bowlers – and remind them why they fell in love with the game in the first place. Thus, the new Hammer brand position was born, and the movement to Save Bowling was on!



  • Luxury brand price scaling

  • Brand alignment to sport ecosystem changes

  • Campaign foundational research and data analysis

  • Video design and execution

  • Background market infrastructure data collection and analysis

  • Creating a context for customers

  • Established a custom dealer and reseller network

  • Increased cumulative sales of bowling balls by 153,046

  • savebowling.com earned nearly 34,000 unique page views within the first 3 months

  • Press outreach circulation: 322,691


Moon Landing, Inc.

Milwaukee, WI 

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