- Client
- Grupo Andino
- Category
- Home appliances
- Year
- 2026
- Market
- ARGENTINA
El desafío
STANDING OUT IN A SEA OF SAMENESS
Grupo Inelro, a top dog in commercial refrigeration, was launching a new appliance brand: Kultek. A brand with zero legacy that needed to carve out a space in a market dominated by heavyweights, where true differentiation is almost non-existent.
The extra hurdle: Open imports had just flooded the market with new brands (mostly from China), making it even harder to cut through the noise.
La idea
the absurdly unexpected
After a deep dive into strategic planning, we crafted a campaign with a razor-sharp tone, mood, and positioning built entirely around standing out. A campaign that doesn't just push boring product specs, but taps into the wild universe of what users actually do with them leaning hard into the absurdly unexpected.
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