Bosch Dishwasher Launch
A campaign so successful, it was hard to keep up with demand.
Assignment
Bosch wanted to become the number one dishwasher brand in their category. Driving this effort was a new dishwasher line featuring a flexibility-enhancing third-rack. Our challenge was to launch the new third-rack products without detracting from the brand’s iconic reputation as the quietest dishwasher brand in the U.S.
Truth
We created a single iconic image focusing on the uniqueness of the new third rack, and differentiated the brand and product via a unique point of view and visual setting of a stark white environment. Used in all communications and across all media, the signature image helped make Bosch flexibility as famous as Bosch quietness.
Results
Our efforts fueled the most successful product launch in Bosch history. The Bosch factory in North Carolina was forced to ramp up production in order to meet the new demand. And Bosch achieved the number one position in the category 18 months ahead of schedule.
