case study: hamilton beach
Brand : 
Product : 
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.
