Campaign idea & claim
Classic advertising channels
Trade fair communication
KESSEL AG provides innovative and high-quality products and services related to drainage. The German SME with around 500 employees, has a distribution network in over 50 countries, and one of its achievements is the invention of backwater protection. This means that the Staufix backwater valve is the recognized industry standard, and will hit the market in mid-2017 along with a number of product innovations.
The “original” motif and the reliable quality that comes with it is the focus of the product launch campaign. The distinctive and memorable central idea is: “You can never improve the original. You can’t. We can.” This is a confident promise to the customer that also gives the first hints about the optimization. The new product will be advertised in a cross-media campaign in print and online media, with PoS elements and at BAU and ISH, the most important trade fairs in the industry.