Challenge:

Reposition Weber to address the gendered act of grilling in a modern society.

Outcome:

Using “Uncover the Love” to connect with potential grillers through a launch of the rebrand, along with marketing and advertising campaigns, and new product offerings.

Background

Humans began cooking around fire, resulting in brain growth from more nutrients, increased socialization, and overall advanced us as a species.

As humans domesticated fire and the suburbs began to emerge, grills were shown with men at the helm providing for their families.

Weber was introduced as the suburbs gained massive popularity, with all of their material picturing a man in control of the grill.

Findings

Through time, grilling has been displayed as an activity exclusively for men.

The same image has grown stale over the past 65 years, and no longer represents what families look like in the modern world.

Many families don't have a patriarchal figure, live outside of the suburbs, have no children, or are unique family structures. Weber has completely overlooked as society has progressed.

Results

Weber's new positioning statement promotes inclusivity and accessibility, allowing all people to feel like they have an opportunity to grill.

Whether it is in the mountains, by the pool, or on your apartment roof, Weber has a grill for you.

Leaning into new attributes for Weber - sturdy, warm, and cheeky - the creative will be updated to reflect this attitude.