InSinkErator // Advertisement Feature
InSinkErator ‘It’s This Easy’: The strategy behind the idea
With the launch of a bold, new brand refresh this year, InSinkErator shares the thinking behind the ‘It’s This Easy’ marketing campaign, which demonstrates a step change for the brand
O
n a mission to increase consumer awareness and
drive demand for its food waste
disposers, InSinkErator targeted a revitalised look and feel which would both inspire curiosity and disrupt traditional perception. The new approach needed to be adaptable as an overarching brand campaign for both product categories, including instant hot water taps. The new campaign needed to
educate UK kitchen professionals and consumers about how InSinkErator’s products can help make everyday tasks so much simpler.
‘It’s This Easy’ explained Representing a fresher look for the
now Whirlpool-owned brand, ‘It’s This Easy’ has simplicity at its heart, with each execution conveying how InSinkErator
products make light
work of a range of kitchen tasks. Bold, impactful messaging grabs
the viewer’s attention, with staccato statements designed to convey a short, succinct narrative.
September 2024 In examples such as ‘CHOP
GRIND CHILL’ and ‘POUR BREW ENJOY’ the idea is to express both the functional and emotional benefits of using an InSinkErator food waste disposer or instant hot water tap in just three words. Combined with bespoke
photography and a bright, eye- catching palette, the aim is to create standout and disruption within the kitchen appliance market. Selecting the right partner to both
create and bring to life a new brand campaign was crucial. For this, the
InSinkErator team turned to Cairn — a full-service brand communications agency with extensive experience in the kitchens, bedrooms and bathrooms space. A collective of strategic, brand and digital communications experts with a wealth of blue chip client and big agency experience, the partnership complemented the existing InSinkErator sales and marketing team perfectly. With a remit that included
strategic brand positioning, concept ideation, campaign development
kbbreview
and production, the resulting ‘It’s This Easy’ campaign was launched in front of an audience at kbb Birmingham 2024 in March. Ashley Munden, managing
director EMEA, InSinkErator, said the campaign is “designed to appeal to customers and demonstrate the simplicity of our products, whilst also supporting our retailer partners by driving footfall to stores. This will be boosted by a strong digital activation campaign across key social media channels throughout this year, and also through a combination of video, collateral and POS, making it easy to discover the different solutions. “Our brand campaign provides a bold new canvas to appeal to customers and acts as a way for existing and new retail partners to learn more about InSinkErator.”
kbbr
For more information, please call 0800 389 3715 or visit:
insinkerator.emerson.com/en-gb
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