The Ultimate Challenge
CaesarStone makes the most beautiful, eco-friendly kitchen surfaces. Like many luxury brands, they were challenged by an economic downturn and the need to position themselves for a new consumer mindset.
The Ultimate Surface
We dug beneath the surface. Our research showed that “boomer” women were the perfect target audience. They wanted their kitchen to reflect the beauty and luxury they deserved and to feel good about their purchase. Rather than create a home improvement campaign, we positioned CaesarStone as a lifestyle brand. We positioned them as the makers of The Ultimate Surface. Ultimate durability. Ultimate sustainability. Ultimate beauty.
The Ultimate Results
Despite the impact of the troubled economy, CaesarStone had their best year ever. CaesarStone’s sales rose by 40%, market share increased, and thousands of women realized their dreams of a beautiful kitchen without compromising their green-minded ideals.