Coleman Portable Hot Water Heater

Problem:

How to leverage new manufacturing technology into a new market in order to provide news for the entire Coleman camping product line.

Solution:

• Positioned product’s unique point of difference, “Hot Water on Demand,” as a means to provide more time for the aspiration of enjoying more real camping time.
• Tied this innovation to the Coleman tradition, lifting perception among trade and consumer buyers that the entire brand has a tradition of making camping more fun.

CenterBrain Positioning Breakthrough:

Instantly gives you more time to enjoy camping.

Results:

• Product introduced summer 2003.