Kaufmann received a long overdue facelift in 2015. The brand was rationalized to only include Outdoor, Hardware & Garden products. In 2016 only the Outdoor category was rebranded, and the team started promoting the new-look Outdoor range. In March 2017, the Hardware & Garden Range was also updated with new-look packaging.
NNBC was briefed to relook at the overall communication strategy, pay-off line etc. in order to tie in the entire Kaufmann brand with all its categories, as well as determine messaging and applications of comms for the different categories (category specific communication).
The objective was to help end-users understand the new quality statement of the brand as well as the make-up of the Kaufmann brand – make sense of who a “Kaufmann” person is / what type of mindset they have, bring outdoor (play) & hardware (work) together. Kaufmann wanted end-users and long-time buyers of the product to realize the brand has changed and been updated for the better. Lastly, they wanted to regain lost market share for the Kaufmann Hardware brand especially. Drive preference with B2B & B2C customers.
Digital Marketing, Marketing Strategy, Print Media