The Context :Legrand, the premium brand of electrical switches needed to participate in the much bigger mass market but had fears of brand dilution as well as cannibalization
The Challenge :
The client’s approach to mass market was a pure price driven approach that, in turn, presented the dilemma.
The client was stuck at extending its existing mono brand architecture to support all its product brands
The Breakthrough :
Position Britzy as a brand meant for younger population (who had lesser budgets for home interiors)
Create distance between the master brand Legrand and Britzy by positioning it as a maverick sub brand
Use Legrand only as an endorser brand to provide assurance