Power tool maker tells men to ‘Harden the Bosch up’
German power tool maker Bosch has instructed Australian men to ‘Harden the Bosch up’ with a campaign timed to coincide with footy finals and Father’s day.
The campaign aims to build on Bosch Blue’s ‘tough’ credentials, and offer consumers a chance to win a Yamaha Quad bike with a Bosch Blue purchase.
Richard White, senior brand manager at Bosch, said: “Bosch Blue has a unique positioning that allows us to be a little playful. The important fact that we wanted to get across in this campaign is that we understand our audience and their lifestyle. We know that a tradie’s tools pay for his toys – and we want our tradies to know that Bosch Blue is the only brand that can keep up.”
Lisa Gumbleton at Marmalade, the agency behind the campaign, noted: “We really wanted to demonstrate how Bosch fits in with their high-energy lifestyle and we think this works well not only through the consumer promotion, but as the beginning of a longer journey to connect with younger tradies”.
Marmalade won the Bosch Blue power tools account in Australia and New Zealand after a pitch earlier this year.
The Sphere Agency handles the Bosch Green business, and launched its debut campaign for its new client last week.
o_O
User ID not verified.
O_O
User ID not verified.
Good campaign idea.
I glazed over a bit through the promo and legals though.
User ID not verified.
interesting idea, to make your brand synonymous with an expletive.
User ID not verified.
Bosch? Is that what the kids are calling it nowadays?
User ID not verified.
Next time I make a DIY mistake I’ll be sure to tell my friends I Bosched it up.
User ID not verified.
Tradies swear heaps, so this is perfectly in context.
But if you want Bosch to mean Hard, then ‘Bosch the Fuck up’ would make more sense. But then you’d see that line and think Bosch = Fuckup. Or you might think they’re trying to say Shut the Fuck Up. Which would be interesting, but probably not ideal.
So I guess Bosch now = Fuck. Does that make the word Fuck redundant in the following sentence though: “Ay Dickead, pass us the fuckin’ Bosch’.
Possibly.
User ID not verified.
Hmmm i think you’ve just proven why this line could backfire, resulting in Bosch making tradies think fuck instead of hard
User ID not verified.