BEKA Recticel bedding (Belgium) - Earplugs

This brief paper centres on a campaign by BEKA, a producer of high quality bedding. For the vast majority of people, bedding is a high-cost low-involvement product.
  

BEKA Recticel bedding (Belgium) – Earplugs

Campaign Title BEKA EarplugsBrand BEKACategory A1 Automotive & Consumer Durables incl. HouseholdMedal SilverAgency I Do

SUMMARY

BEKA is a producer of high quality bedding. Important though it may be to the quality of your sleep, for the vast majority of people bedding is a high-cost low-involvement product.

CHALLENGES

The market was suffering from declining sales, and consumers believed that bedding was a high-cost, low involvement product. The brand needed to create awareness interest that would generate press coverage and sales leads for the...

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