Wires That Don’t Catch Fire
Havell's
Challenge:
Despite being the last to enter a low-involvement, product-parity category, we wanted to be the consumer’s first preference.
Solution:
Generate involvement and build brand empathy by demonstrating a generic benefit of the category that no other brand highlights. Wires that don’t catch fire.
Results:
#1 in brand awareness within the category. Purchase interest rose 4-fold. Sales grew by 46%. Bronze Effie ’08.
