Norgren Awareness Campaign
CLIENT: Norgren // ©Industrial Strength Marketing
Norgren came to us to figure out a way to create more awareness and engagement. They wanted to reposition themselves from being “just a vendor” to engineering experts that provide thought leadership and complex system solutions to their audiences in the food and beverage handling sector.
________
CREATIVE DIRECTION + Brand Repositioning + Campaign Strategy
Concept 1: Bubbling Up
Too flat, too fast, too warm … these types of challenges can be an all too familiar thing when you don’t have a partner that understands your needs. At Norgren, we see these challenges as opportunities. Opportunities to come up with simple solutions that meet your needs and exceed customer expectations. When you partner with Norgren for your food and bev dispense needs, the only things bubbling up are inside the beverages.
AUDIENCE: Application Engineers, Integrators and Procurement or Product Managers, OEMs
TARGET INSIGHT: Good consumer experiences with dispensed food depend heavily on precisely regulated pressure and temperature
KEY MESSAGE: Norgren solves the problems for your customers’ consumers
VISUAL INSPIRATION
Hot/Cold/Frozen Product Textures
Bright, Eye-catching colors
Rounded, friendly typography
Repeating bubble shapes with copy overlaying image
Product challenge in background / solution in foreground
Concept Expression
Putting Norgren’s expertise on display is a powerful message. It shows that we offer solutions with a smile. We’re able to communicate in these ads that working with Norgren will be a smooth, successful partnership.
Concept 2:
Story Behind The Stamp
Selling a product is a promise. A promise of function, features, or freshness. When a customer digs deep into the cooler for a later date on a carton of milk, it’s that promise they believe in. Behind that inkjet date is a story … where the milk came from, where it was processed, the people who ensure its freshness. At Norgen, our Application Engineers become a pivotal part of that story, advancing, sourcing, and sharing their experience to deliver the best products to help you stand behind your promise.
AUDIENCE: Campaign A: Application Engineers, Integrators // Campaign B: End Consumer
TARGET INSIGHT: Campaign A: Inkjet marking is a small detail that tells a big story involving many people // Campaign B: Consumers rely on easily visible expiration dates to select food products
KEY MESSAGE: Campaign A: Norgren’s application engineers are the people behind the solution // Campaign B: Norgren solves problems for your customers’ consumers
Visual Inspiration
Images of Norgren engineers quality checking and end consumers
Layering image, illustration, graphic elements, and copy
Engineering drawings of product
“Stamp-style” artwork to nod to authenticity & high value
Concept Expression
There’s more to every story, from what goes into the product all the way to the customer’s experience when they use it. At Norgren, we help tell integral parts of that story at every step of the process.
