Summary

The challenge: Once regarded as a super-premium appliance pioneer, JennAir had become irrelevant among strong competition peddling the same version of luxury.

Methodology: Qualitative and quantitative research into emerging affluent consumers and the designers/architects who influence their appliance decisions.

The insight: JennAir needed to reject expected definitions of luxury and embrace a truth core to their DNA – progress demands defiance. The Idea: tear down old luxury to end category stagnation and eclipse the importance of status with the pursuit of progress.

The results: JennAir turned heads, reversed declining brand health metrics, and even raised sales by 11% in just six months.

Consumer insight

Without defiance, there can be no progress.

Marketing challenge