Campaign details

Brand: The Clorox Company / Kingsford Charcoal
Agency: 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 cuts of meat to perfection, without the worry or hassle of refilling the coals. Long-Burning helps novice grillers step up their game, and gives barbecue vets a way to lighten their load.

Current was charged with generating excitement and demand for Kingsford's new Long-Burning product during their peak selling season, while providing barbecue fans with the confidence and tools to trade-up. Campaign success would be measured by earned media coverage, social engagement and sales.