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.
