When Russell Hobbs launched their new range, they needed some help driving direct sales and awareness for their hero product – an innovative illuminating range of glass kettles. Since kettles are typically a distress purchase, our brief was to create desirability by emphasising its gorgeous look and feel. Internal research showed that consumers want a good-looking kettle to complement their perfect kitchen. We needed a way to tap into that.
Strategy and Insight
After all, this wasn’t just a kettle. It was a ‘work of art for worktops’.