Byrna Technologies Launched National Radio Partnership
The personal safety brand is targeting mainstream audiences through a new partnership with iHeartMedia.
Updated on Sept. 29, 2026 in Advertising
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Byrna Technologies has announced a marketing partnership with iHeartMedia's The Bobby Bones Show to drive brand awareness through national radio, podcasts, and digital media. The initiative involves reallocating existing advertising budgets to reach broader consumer demographics.
Why it matters
The company aims to shift its positioning to make personal safety products relatable to mainstream audiences, marking a strategic pivot in its customer acquisition funnel. By tapping into established national platforms, Byrna seeks to scale education regarding its product offerings.
The campaign will leverage reach across more than 180 radio stations nationwide. Byrna Technologies is executing this move by reallocating its current media investment portfolio.
The players
Byrna Technologies
An Andover, Massachusetts-based manufacturer of less-lethal personal safety devices.
The Bobby Bones Show
A nationally syndicated radio program broadcast across more than 180 stations.
iHeartMedia
A large-scale mass media corporation that operates a national network of radio stations and digital audio platforms.
The details
The marketing strategy incorporates a mix of radio endorsements, podcast integrations, and digital media placements. By shifting capital from its existing iHeartMedia portfolio to this specific show, the company intends to integrate its product narrative into mainstream content rather than relying on niche security-focused advertising channels.
Timeline
September 29, 2026: Byrna Technologies announced the marketing partnership.
Market Landscape
The strategy reflects the broader trend of niche product brands pivoting toward mass-market audio platforms to gain mainstream visibility. This move parallels established industry patterns where specialized manufacturers shift spend from targeted outlets to high-reach, syndicated programming.
Operators should monitor whether the shift to mainstream audio channels correlates with increased customer demand or CAC changes in the upcoming quarter. Review current media allocations to determine if existing niche-market spends are yielding lower returns than broader demographic targeting.
The takeaway
The campaign highlights the value of aligning specialized product brands with established, high-reach talent to break into mainstream markets. Operators should track the conversion performance of these new placements versus their previous niche advertising efforts.
Further reading
For more on industry shifts in media spending, see our Advertising section.
Source note: This article includes information reported by The Manila times.
Live Poll
Does advertising on popular mainstream media change your trust in personal safety and defense products?
