Bose shifts marketing strategy to cultural impact with new earbuds launch

Bose has launched its Ultra Open Earbuds, promoting them as stylish accessories rather than just tech products. The marketing strategy involved collaborations with influencers and celebrities, including a fashion partnership at Paris Fashion Week, to create cultural buzz. Under CMO Jim Mollica, Bose is shifting from traditional marketing to a more modern approach, focusing on emotional connections with music. The brand aims to engage younger audiences through digital content and influencer partnerships, moving away from its previous reliance on word-of-mouth. Mollica anticipates changes in the influencer landscape due to AI advancements, which may reduce the power of traditional influencers. Bose plans to experiment with AI to enhance content creation while maintaining important relationships with artists and brand ambassadors.