case study: hamilton beach
Category : Kitchen Appliance
Hamilton Beach had been subjected to being a discount, “vanilla” brand. In 2007, we were commissioned to rebrand the entire innovative product line. The BrewStation Deluxe was one of 4 products that Hamilton Beach launched under the new tagline, “Good Thinking.” Taking a page from Apple, though the products
were all manufactured in China, all of the “Good Thinking” happened in Richmond, VA, USA.
Develop a demonstration driven DRTV campaign that focused on key features+ benefits while capitalizing
on the black on black imagery in TV and print in order to catapult Hamilton Beach into a higher premium
50%/50% Male/Female 35-59
Create a 30 second spot that highlighted the distinguishing feature/benefits while utilizing humor, all while staying product driven.
If you’re going to steal, steal from the best. Like Apple’s iPhone launch that purely taught the world how to use the 1st Gen iPhone, we focused on a product centric spot that highlighted the “potless” feature benefit while suggesting (in this case) that making coffee without a pot makes it taste better.
Pure branding and drive to retail.
- Launched the “Good Thinking” campaign, spearheaded by the BrewStation Deluxe in Fall 2007. Because these products were evergreen for Hamilton Beach, this campaign ran for 4 years through 2011 helping to drive significant sales at big boxes, specifically Walmart and Target.
- Good News/Bad News: Hamilton Beach did not need to refresh their campaign for 4 years, but we were a victim of our own success… which lead to the Mr. Coffee campaigns.