{"id":12254,"date":"2022-02-03T11:55:27","date_gmt":"2022-02-03T10:55:27","guid":{"rendered":"https:\/\/bosch.diecrew.de\/case\/bosch-siemens-home-appliances\/"},"modified":"2026-06-02T11:17:59","modified_gmt":"2026-06-02T09:17:59","slug":"new-positioning-bosch-siemens-hausgeraete","status":"publish","type":"project","link":"https:\/\/bosch.diecrew.de\/en\/case\/new-positioning-bosch-siemens-hausgeraete\/","title":{"rendered":"New positioning"},"content":{"rendered":"

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New positioning for Bosch Siemens Home Appliances<\/h1>\n

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New positioning for Bosch Siemens Home Appliances<\/h1>\n

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Four basic needs communicated clearly.<\/h2>\n

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THE INITIAL SITUATION:<\/h3>\n

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\u201cSimply Healthy\u201d embodies a completely new strategic direction in communicating Bosch white goods. While in the past technical possibilities had been the driver of new developments, \u201cSimply Healthy\u201d heralded a paradigmatic shift. Four basic needs were defined (safety, nutrition, relaxation, fitness) that were to be supported by new products and innovations.\n<\/p>\n

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THE PROJECT OBJECTIVES:<\/h3>\n

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The new approach was to be mainly conveyed and publicised in print and PoS communication.<\/p>\n

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THE OUTCOME:<\/h3>\n

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We created a logo that combines the four needs. The visuals for the sales communication were given a more vibrant, emotionally appealing look. The copy focused more on user experiences with a more colloquial and catchy tenor. <\/p>\n

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New positioning for Bosch Siemens Home AppliancesNew positioning for Bosch Siemens Home Appliances\u2039 BackFour basic needs communicated clearly.THE INITIAL SITUATION:\u201cSimply Healthy\u201d embodies a completely new strategic direction in communicating Bosch white goods. While in the past technical possibilities had been the driver of new developments, \u201cSimply Healthy\u201d heralded a paradigmatic shift. 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