Bosch Nexxt™ Washer and Dryer

Challenge:

Establish Bosch as a laundry leader

Bosch, a worldwide leader in home and kitchen appliances, planned to introduce a new line of laundry products – an advanced washer and dryer – to the United States. Bosch’s new laundry line, called Nexxt™, was the company’s first American-built washer and dryer, with features designed specifically for the American consumer. Known primarily in the United States for its top-rated dishwashers, Bosch needed to pique consumer interest in its expanded line of products as well as educate consumers on the company’s manufacturing presence in the United States.

Key Strategies:

Utilize Bosch’s existing superior reputation with dishwashers to successfully launch Nexxt™ Laundry

• Leverage Bosch’s brand recognition in dishwashers and European heritage in key messaging and press materials to assure media and consumers that Bosch offers quality, high-design home appliances
• Implement a multi-pronged launch campaign targeted at both consumer and trade media
• Differentiate Nexxt™ from competitors by positioning the product as “A Spa for Your Clothes,” delivering the ultimate in gentle cleaning power and achieving unprecedented quietness and efficiency ratings
• Utilize the International Builders’ Show (IBS) and Kitchen and Bath Industry Show (KBIS), the year’s most important industry trade shows, as a launch pad to (1) gain exposure for Nexxt™ Laundry among key audiences: architects, builders, designers and media; and (2) develop highly energized and creative events, such as the “Nexxt Fashion Show” with supermodel Vendela and “America’s Next Top Model” contestants, that would make the Bosch booth a “can’t miss” destination among the hundreds of competitor booths at these shows

Results:

Comprehensive media, industry and consumer saturation

• In its first year on the market, coverage of Bosch Nexxt Laundry reach more than 14 million in print circulation and over 35 million total media impressions
• Top level consumer coverage has included The Wall Street Journal, Chicago Tribune, TWICE, The Denver Post, Fort Worth Star-Telegram, San Francisco Chronicle, Home Magazine, Decor & Style, Orange County Home, Organic Style, Dwell and many more
• Conducted more than 70 individual media briefings at both IBS and KBIS
• Sales of the product have exceeded expectations and sales goals (note Bosch does not release sales figures)
• Nexxt™ Laundry has won prestigious awards including Home Magazine’s American Kitchen and Bath Award