Campaign details
Brand: The Clorox Company / Kingsford CharcoalAgency: Current Marketing
Assignment
Kingsford enjoys a solid base of loyal users, especially for its cornerstone Original Blue Bag. But igniting interest in new products and encouraging trade-up to more profitable ones has proven difficult. Motivating people to tackle bigger cuts of meat is another challenge the brand faces, as most are hesitant to move beyond their burgers and brats comfort zone.
Knowing that longer burning time is the most important charcoal feature, Kingsford developed Long-Burning Briquets to burn 25% longer. This innovation is perfect for slow smoking large...