THE CHALLENGE

Reclaim innovation leadership in a crowded, confusing category while being outspent 10X by the main competitor.

 

THE STRATEGY

​The winning strategy centered on highlighting a standout product feature as the brand's signature element, rather than presenting the full array of offerings in the premium line. This tactic allowed the brand to craft compelling and distinctive messaging that captured shopper attention and reinforced support for Bosch's premium pricing. The effectiveness of this project was underscored by its recognition with an Effie award.