Make the brand matter for a new, Nordic generation.
Grundig, the German manufacturer of consumer electronics, domestic appliances, and personal care products, challenged us to relaunch their brand in the Nordics. We were tasked to use the global ‘What Really Matters’ concept.
THE TARGET AUDIENCE
Grundig wanted to reach a younger audience than their traditional customer. We focused on 25–44 year olds. And we started our relaunch in Norway.
While Grundig was perceived as a quality brand in the Nordics, younger consumers didn’t associate the brand with white goods. For them, Grundig was associated with their grandparents’ living room electronics: TVs, stereos and radios.
We quickly saw we had to shift the brand perception from an old-fashioned brown goods manufacturer to a contemporary, mid-premium brand that was emotionally relevant to our new target audience. In short, make the global “What Really Matters” concept come fully alive for a new generation.
To do this, we leveraged the fame and respect of one of Norway’s proudest assets: their world-world-champion national handball teams.
As well as sponsoring and aligning ourselves with the national teams, we also drove Grundig’s sponsorship of the national Premier Professional Handball League, renamed ‘GRUNDIGligaen’ (‘Grundig League’), creating our own bespoke identity with an official logotype and heroing product features of our white goods.