Kärcher Pressure Washers - Men just want to have fun: how getting to grips with the complex mind of man became the catalyst for growth for Kärcher Pressure Washers
Principal Author: Jamie Inman – HMDG
Contributing Author: Neil Dawson – HMDG
The judges really enjoyed this paper. A potentially dull and functional German product was advertised with real joie de vivre and the result was equally positive. Despite being available in the UK for many years, high pressure washers remained a relatively underdeveloped category. By assessing the male psyche, and employing brand advertising to a category with no...