With an emphasis on innovation, Cinder was truly a “best of both worlds” situation. However, while a “new class” of product might be fantastic for innovation, it can often prove challenging from a marketing perspective. The client encountered strategic difficulty in finding the right way to market the brand and had requested a punchy new marketing campaign that would both differentiate its product line from Sous Vide cooking methods while also comparing it closely to avoid being “typecast” as simply another grill.
Consumers had just begun to accept the proliferation of Sous Vide appliances, adding another new category of cookware on top of all the new smart appliances could risk it being ignored. Yet, attempting to market the product as simply a “better grill” would not allow it the differentiation it both needed to thrive and deserved for all its innovation.
At its core, the Cinder Grill was not only a fundamentally new category in cookware products, it was an entirely new method of cooking, as well. The precision of Sous Vide, the ease and simplicity of a traditional grill (not to mention the ability to generate a perfect sear), Cinder stood apart from all competitors. Without “leaning on” them, however, explaining Cinder make it appear complicated, unruly, or unworthy of early adoption. The explosion in the Sous Vide market made this apparent.
In order to garner widespread adoption, it would be essential to utilize this new trend as an advantage, rather than straying too far from what consumers know and are familiar with. Our goal was to “thread the needle,” differentiating through measured comparison that kept competitors at arms length. We began exploring ways to help “anchor” the product tangibly in the mind of its audience through the comparative methods, while also differentiating it from the downsides of either method.
Sous Vide may be the gold standard in quality, but it is a hassle: vacuum-sealed bags, water baths, pots, pans, and appliances galore. It’s great but it comes with a lot of baggage… which led us to the following campaign: