Africa – North, West, East and Southern African regions.
Home Cooked Goodness
CHALLENGE
The kitchen appliance category suffered from low awareness and a
perception of being outdated, associated with brands used by
previous generations. Shifting this perception to something modern,
aspirational, and aligned with current trends was essential across
Africa. The existing global brand positioning, being Eurocentric,
failed to resonate effectively.
Client
Service
Philips
Research, brand
positioning, communication
campaign, implementation
brand book guidelines by
region.
Inspiring
home cooked
goodness.
Extensive research was conducted across all African
regions to garner regional insights and identify common
needs. This research informed the development of an
African expression aligned with the global brand but
tailored to resonate within each local market.
SOLUTION
The brand positioning served as the foundation for
region-specific creative campaigns, documented in
regional brand guideline books and shared with local
teams across Africa.
The initiative marked Philips kitchen appliances' significant entry into the market's conversation, supporting products like the air fryer, which garnered recognition with prestigious product of the year awards.
SOLUTION
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JOHANNESBURG
Lyndore Avenue, Kyalami, 1684
Johannesburg, Gauteng
South Africa
NEW BUSINESS
info@matteradvertising.co.za
+27 82 785 1408
Michele van Heerden