Bernhardt Design
The chair that won't be ignored
Ross Lovegrove is no stranger to high design that works as great as it looks, and The One Chair is perhaps his crowning achievement. In partnership with Bernhardt Design, The One Chair launch campaign has been called “nothing short of a perfect marketing effort and initiative.” Covering page after page of glossy publications when it launched, featured in NYT and many other publications, this inspired, space-age magnesium chair has only enjoyed critical acclaim and is, to this day, the envy of other seating!
STRATEGY:
Our outreach and awareness campaign was multi-pronged from the onset – we assisted in building a retail strategy that protected the reseller from price undercutting. With a firm commitment to MSRP (mfg. suggested retail pricing), we assured retailers that we would never undermine or drop below MSRP – thereby keeping the field level for anyone buying into the product.
In addition, we built early relationships with several key celebrity chefs, assisting with their charitable outreach efforts and making products fans of them along the way. We used their recognition and influence to help us spread the word – and to support all other efforts (all the skills in our arsenal).