Launch a light bulb that boasts the full spectrum of light (no mass market bulb has ever been able to do that before) to consumers who largely do not question if there is a better light bulb out there, but instead just bring their dead bulb into the store to replace it with the exact same model on the shelf.
People accept their light. They do not love it.
We created a brand to cut through the clutter and redefine a category that forever had been defined largely by passive indifference. The brand was given a fun, provocative conversational tone of voice. It was given a sophisticated design language and most importantly, an emotional appeal. Our campaign line is “You’ll love your light. Maybe a little too much.” The brand’s tagline is: “Finally, real light.” Because, if Finally is real light, what does that make everyone else’s?