Grundig is a German manufacturer of consumer electronics, domestic appliances, and personal care products. In the Nordics, Grundig was perceived as a traditional quality brand, but seems to be off the radar as far as consumers are concerned. They did not associate Grundig with white goods, but almost exclusively with living-room electronics – TV, stereos, and radios. Conclusion: An old fogy.
The task was to integrate the global ”What really matters” concept with handball players in a 360° campaign and take leverage of the brand's sports sponsorship of GRUNDIGligaen (the premier professional handball league in Norway) while giving more focus on white goods product features.
Move the brand from the perception of being ”old fashioned” – compared to the competition – to a more modern, mid-premium, and contemporary brand. And connect stronger with the somewhat younger generation (male and female, 25-44).