THOR Kitchen —#COOKLIKEAGOD
Appliance marketing to multi-family residential developers is routinely reduced to dimension specs, pricing tiers, and manufacturing lead times.
THOR needed building owners to stop viewing appliances as an inventory expense and start seeing them as incentives to get premium tenants signing leases.
The Strategy: Don't sell landlords on technical specs. Sell them on a amenities they can leverage to get more renters to rent.
The Concept: #COOKLIKEAGOD In trade pubs, online and at trade events, we positioned THOR Kitchen a an affordable option to vanity brands like Wolf, Viking and Garland with a campaign that brought grandiosity to everyday cooking.
Instead of selling developers on specifications, we sold them on Thunder.
Concept & Copy: Ray Johnson Art Direction: Butch Liebscher