The Challenge
As a leader in British innovation Russell Hobbs had developed an initial concept for their first AI-powered kettle. A bold innovation, but priced at £99.99, it was a risk for a mid-market brand. To succeed, the product needed to justify its premium and reinforce the brand’s commitment to thoughtful ideas.
The Solution
Guided by the brand idea “We Get Life” and by paying close attention to our audience, we identified a simple but powerful insight: The moment you wait for the kettle to boil is often the most relaxing part.
So, we shaped everything around this truth by:
- Renaming the product the Calm Kettle and introducing soothing sounds and gentle lighting to the final designs
- Bringing the concept to life for trade – through emotive AV and show stands – to maximise premium distribution
- Making every communications touchpoint a moment of me-time – from immersive retail experiences to soothing social and media-first special builds
- Targeting media investment to spaces where we could interrupt stressful situations with a moment of calm
The Results
In the short term
This has generated an incremental revenue
In the long term
we increased the average selling price across their entire range
