Hamilton Beach

Client : Hamilton Beach

URL : View Project

case study: hamilton beach

Brand :

Product :blank

Category :Kitchen Appliance

background:

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.

objective:

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
consideration.

target:

50%/50% Male/Female 35-59

challenges:

Create a 30 second spot that highlighted the distinguishing feature/benefits  while utilizing humor, all while staying product driven.

solution:

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.

offer:

Pure branding and drive to retail.

results:

  • 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.

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