branding branding go hand in hand.
Montèl’s brand awareness is high; however, the consumer thinks that the furniture shop mainly sells expensive designer sofas. The truth is that Montèl isn’t expensive at all! A nice paradox with which enables Montèl to set itself apart from the competition.
To do this, we opted for TV advertising in which we create the feeling that it is in line with what the consumer already thought about the brand: one of luxury and high prices. As a surprise, at the end of the commercial the low price is presented with the slogan ‘The sofa looks great. The price even better.’
The first hero we marketed like this was the sofa named ‘Urban’. Thanks to a sophisticated product marketing mix, sales went into orbit!
A product campaign is an ideal way of strengthening brands.
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