Coleman - Portable Hot Water Heater
Problem:
How to leverage new manufacturing technology into a new market, in order to provide news for the entire Coleman camping products line.
Solution:
Positioned product's unique point of difference "Hot Water on Demand" as a means to provide more time for the aspiration of enjoying more real camping time.
Tied this innovation to the Coleman tradition, lifting perception among trade and consumer buyers that the entire brand has a tradition of making camping more fun.
CenterBrain Positioning Breakthrough:
Instantly gives you more time to enjoy camping.
Results:
· Product introduced Summer 2003.