Finding our Fire: Bernzomatic brand refresh

Bernzomatic, a blowtorch manufacturer, increased sales in the US by realigning its core brand values as a lifestyle brand, rather than as a tool for trade professionals.

Campaign details

Advertiser: BernzomaticBrand: BernzomaticAgency: Zeno GroupCountry: United States

Situation analysis

Bernzomatic had been a leader in the blowtorch category since its founding in 1876 by Otto Bernz, whose passion for craftsmanship provided professional tradesmen with tools to accomplish the job. When Worthington Industries acquired Bernzomatic from Newell Rubbermaid in 2011, they saw potential in the brand's heritage, but also faced challenges with outdated positioning and a narrow focus on the plumber, which manifested through stereotypical campaigns ("Fat boys have more gas," for "Fat Boy" fuel cylinders), lack of product innovation, poor consumer...

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