(WORK) (UNCOVER THE LOVE)
Uncover the Love
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BACKGROUND
Traditionally, women have been expected to cook for sustenance and nourishment. Contrarily, men are allowed to cook professionally or as a luxury. Grilling — a type of cooking performed with the luxury of time and the pleasure of gathering — is one of the cooking luxuries that is afforded to men.
Weber, the leading market share owner in grilling adheres to this stereotype, despite the fact that the target audience in now almost exhausted. Subsequently, Weber grills experienced a decline in sales post the pandemic grilling boom.
THE ASKWeber must re-evaluate its outdated ideologies as grilling a deeply gendered activity is losing relevance in culture today. It needs to grow out of marketing to idealistic nuclear family structures, and bring sales back up.
METHOD- Primary and Secondary Research
- Historical, Cultural and Social Brand Audit
- Audience Identification
- Strategic Positioning
- Verbal and Visual Identity Design
- Creative Marketing Strategy
Strategic Positioning:
Weber ignites the ritual of grilling for everyone, anytime, anywhere.
The Big Idea:
Uncover the Love
SOLUTIONA new strategic positioning was formulated, which was accompanied by a refreshed visual identity, new verbal identity and marketing activations including a manifesto and product launch to bring the brand strategy to life.
INTENDED IMPACT- Retain Weber’s age old legacy while creating new meaning for what it can stand for today as a brand that is relevant in culture. Lead the brand to reclaim market share, and drive sales growth by elevating customer engagement.
AUDIENCE INSIGHTSIf — 19 is the average age a supporter chooses their team,
Then — Generation Z is the primary target age range
If — an avid fan will never change which team they support,
Then — casual football fans are the primary target cohort
If — fans enjoy fans and they enjoy being around those who bring them into the fold,
Then — social individuals are the primary target psychographic
INTERVIEW FINDINGS“I love my team but I don’t know if my team loves me back.”
How do you create a space of love and belonging for casual football fans that shows them that Man City is a team that will support them back?
How do you create a space of familiarity for those in physically and emotionally unfamiliar spaces?
STRATEGIC POSITIONINGTo create a feeling of home for those in unfamiliar space, through entertainment and immersion.
WHY IS MAN CITY RIGHTLY POSED TO CARRY OUT THIS STRATEGY?The football club was started at St. Mark’s church in Manchester, as an alternative space for those falling into gang culture and unemployment. Man City FC created a new space called Home.
THE BIG IDEAThe City I Call Home
01 The City I Call Home Campaign
02 Build Your City
03 Know Your City
TEAM Chanel Gilcrease, Marisa Goldberg, Vidisha Agarwal, Yunis Ni
ADVISORSDebbie Millman, Melinda Welch and Dr. Brad Davidson