Grundig EasyCurl
Winner
Excellent Brands
Kitchen & Household Appliances
Details
For rejuvenating our brand, we decided to target a younger audience with a highly emotional benefit-oriented product. The insights show that women occasionally need a lifesaving styling companion during their daily hustle. Therefore, we launched a product that would meet this audience’s needs, the new Grundig EasyCurl cordless Hair curler. We built a consumer insight-based 360 campaign around this product and introduced the product to the market with the motto “Styling SOS? Lifesaving Curls!”.
The Jury‘s Statement
With the EasyCurl curling iron, Grundig has launched a product on the market that appeals particularly to young, fashion-conscious women. The campaign "Styling SOS? Lifesaving Curls!" campaign convinces with its emotional appeal and the targeted solution to an everyday problem. The combination of innovative product design and a strong communication strategy that emphasises the importance of sustainability and trust in the beauty and personal care industry sets EasyCurl apart from its competitors.
