Brand revitalization and sales generation – B2B and B2C

SITUATION:   The kitchen utensil category is crowded, with a variety of branded and non-branded products of varying design and manufacture. The majority of sales take place in the commodity end of the category (utensils sold through grocery/discount stores). The smaller segment of the overall market is the branded utensil category sold through chain stores like Bed, Bath & Beyond and specialty kitchen boutiques like  Sur La Table.

Our client is a unit of a multinational manufacturer. The brand is distinctive in its expressive, award winning and colorful designs. The client places a premium on attention to detail, quality, and functional design. Its products are generally at parity on price with facing competitors’ products.

PROBLEM:  The impression consumers might get at many household retail and specialized cooking shops is quite the contrary: the competitor tends to dominate retail space by claiming a large display area with much of their product line clustered together, while our client often has fewer products represented, and often displayed in different parts of the store grouped by product function.

With the current retail situation in the US, one might first see the competitor, and then shop for the appropriate utensil, whereas one would have to first look for an appropriate utensil, and then find our client.  Brand loyalty is assumed to be low with consumer having an eclectic mix of brands in the kitchen drawer.   Our client asked us to launch a new product (salad spinner) and build awareness and interest across three continents, three languages and dozens of cultures.

SOLUTION: We developed an integrated marketing program consisting of trade and consumer advertising, POS with video demonstration, social media marketing, micro sites, in-store demos and promotions with complimentary partners. Creatively, we developed a universally-recognized mnemonic – the washing machine knob to instantly communicate cleanliness.  A global understanding of the visual was key to the success of this international campaign.

BENEFITS:  Our retail and B2B campaigns were a big success.  The client experienced an increase in sales and greater awareness of the brand among consumers.  The B2B materials generated increased distribution throughout North America, Europe and Australia.

For more information, contact Renee Miller at 310-442-0101 or [email protected].