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.”
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Good campaign idea.
I glazed over a bit through the promo and legals though.
interesting idea, to make your brand synonymous with an expletive.
Bosch? Is that what the kids are calling it nowadays?
Next time I make a DIY mistake I’ll be sure to tell my friends I Bosched it up.
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.
Hmmm i think you’ve just proven why this line could backfire, resulting in Bosch making tradies think fuck instead of hard