How do you rebuild a brand in a 75-year-old product category, in a mature market, with greater than 50% product awareness? That was our challenge.
We used data collected from customers, who told us what they wanted in a disposal.
We talked with sales people to find out what they were hearing from customers.
We talked with professionals to discover their challenges.
We developed “Pitch Black,” a comprehensive marketing program to help launch the new PRO Series line of disposers from InSinkErator®.