Bernzomatic torch bearers

Bernzomatic, a blow torch brand, used a content marketing strategy to connect with new audiences and grow sales in the US.

Campaign details

Advertiser: Worthington IndustriesBrand: BernzomaticAgency: Zeno GroupCountry: United States

Executive Summary

When Worthington Industries came to Zeno Group, they had just acquired Bernzomatic from Newell Rubbermade. But what they inherited was much more complicated. A blowtorch brand that dated back to 1876, Bernzomatic had gone through its share of marketing campaigns -many stereotypical and focused on a niche tradesman market who were using them on the jobsite to sweat copper pipes. The result was a confused, dated brand with an uninspiring story.

Zeno helped shape a new strategy and platform called "Find...

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