Dancook
Client location:
A Danish brand, owned by an American company that's marketed in Germany – no problem. Our job was to convince a European audience why this BBQ is the BBQ for them. Clear messaging around unique features has helped propel awareness in the marketplace.
The Background:
A popular outdoor cooking range of products in Denmark known for ergonomically attractive clean looks and minimalist design. Dupree International was employed by Char-Broil®, the parent company, to establish the brand’s point of difference and then appeal to a broader European market through various POS, website, print, video and photography. All promo activity was created in four languages.
The Solution:
Working with the team in Hamburg we worked through our strategic brand development process. Starting with a brand strategy day we harnessed the knowledge, experience and aspirations of the Dancook® team and partnered this with our knowledge of the European Market to create a new strapline and tone of voice.
To showcase Dancook’s simplistic, ease-of-use innovation, the new strapline is ‘Wonderfully simple’ which we now use across all of their marketing platforms.
We delivered:
• Strategic business direction
• Brand development and positioning
• Integrated campaign strategy and implementation
• In store point-of-sale
• Art direction and photography
• Responsive consumer, trade and media hub website design and build.
