Plane
simple
strategy.

Spirit Airlines Brand

Spirit Airlines Brand

In a reviled category, we positioned Spirit as the un-airline to turn the quirky insurgent into a category leader.

Without a big media budget, we leveraged every customer touchpoint to get noticed—even at 30,000 feet.

Modern Consumer Insight

Today’s consumers value a frictionless experience. Spirit didn’t need an advertising campaign, it needed to educate their passengers on a different way to fly.

Challenge

Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their customers. They came to us to change the conversation, define their purpose, and reverse the perception.

Solution

We repositioned Spirit’s low price as the Bare Fare® and launched a brand curriculum to teach the world how to speak Spirit. Then, we activated hundreds of critical moments across the consumer journey, informed through qualitative and quantitative concept testing that validated the approach.

Results

147%

Spirit’s Net
Promoter score


75%

DOT
complaints


60

New
planes

We developed a bold strategy and visual brand identity that builds a simple and consistent brand inside and out.










A bold strategy led to bold brand actions including
the BAREFARE™ crop circle which introduced the
brand to flyers.