With the launch of a bold, new brand refresh this year, InSinkErator has revealed the thinking behind the ‘It’s This Easy’ marketing campaign, which demonstrates a step change for the brand.
Campaign purpose
On a mission to increase consumer awareness and drive demand for its food waste disposers, InSinkErator targeted a revitalised look and feel which would both inspire curiosity and disrupt traditional perception. The new approach would need to be adaptable as an overarching brand campaign for both product categories, including instant hot water taps.
Furthermore, the new campaign needed to educate UK kitchen professionals and consumers about how InSinkErator’s products can help to make everyday tasks so much simpler.
‘It’s This Easy’ explained
Representing a fresher look for the now Whirlpool-owned brand, ‘It’s This Easy’ has simplicity at its heart, with each execution conveying how InSinkErator products help make light work of a range of kitchen tasks.
Bold, impactful messaging grabs the viewer’s attention, with staccato statements designed to convey a short, succinct narrative.
In examples such as ‘CHOP GRIND CHILL’ and ‘POUR BREW ENJOY’ the idea is to express both the functional and emotional benefits of using an InSinkErator food waste disposer or instant hot water tap in just three words.
Combined with bespoke photography and a bright, eye-catching palette, the aim is to create standout and disruption within the kitchen appliance market.
A perfect match
Selecting the right partner to both create and bring to life a new brand campaign was crucial. For this, the InSinkErator team turned to Cairn — a full-service brand communications agency with extensive experience in the kitchens, bedrooms and bathrooms space.
A collective of strategic, brand and digital communications experts with a wealth of blue chip client and big agency experience, the partnership complemented the existing InSinkErator sales and marketing team perfectly.
With a remit that included strategic brand positioning, concept ideation, campaign development and production, the resulting ‘It’s This Easy’ campaign was launched in front of an audience at KBB 2024 in March earlier this year.
Campaign comments
Speaking of the campaign, Cairn’s creative director Andy Wood said: “Whether it’s dealing with vegetable peelings, tackling messy leftovers, making hot drinks or cleaning dirty dishes, the focus of the campaign is to demonstrate how InSinkErator products quickly tackle these tasks, empowering consumers and positioning the brand as a byword for simplicity.”
Ashley Munden, MD EMEA, InSinkErator, further commented: “The ‘It’s This Easy’ campaign is designed to appeal to customers and demonstrate the simplicity of our products, whilst also supporting our retailer partners by driving footfall to stores.
“This will be boosted by a strong digital activation campaign across key social media channels throughout this year, and also through a combination of video, collateral and POS, making it easy to discover the different solutions. Our brand campaign provides a bold new canvas to appeal to customers and acts as a way for existing and new retail partners to learn more about InSinkErator.”
