Clarity begins at home: how brands adapting to our at-home habits

The Drum 19 Oct 2020 11:00
By Daniel Todaro-19 October 2020 12:00pm

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Gekko on what marketers can learn from the brands innovating in a crisis.

As restrictions tighten across the country, any lingering belief that our lives might return to a pre-pandemic normality has now been dispelled.

Despite different restrictions occurring in different parts of the country, the upshot is the same – customers have reset their lives to be based more around their homes. Smart brands have adapted to survive and thrive in responding to these new patterns of behaviour.

Much of our lives have been centred around the kitchen. From a practical perspective, we are consuming so much more, which needs to be prepared and washed up. Meanwhile, baking (and boasting about it on social media) has been one of the pandemic’s lingering trends.

The trend at the recent IFA Berlin event certainly followed this pattern. It seemed that every brand was seeking to be the first choice for consumers to integrate with their smart home.

Huawei: Looking at recent media coverage of sanctions and bans, one might think this would be a brand in retreat. The reality is far from this, however. This is a brand very much in an expansionist phase of development underpinned by R&D.

In reaction to the US sanctions imposed, Huawei has risen to the challenge admirably, engaging directly with almost 460 million monthly active users, 33 million in the EU alone. Its App Gallery is the third largest app store globally, increasing 76% YOY naturally due to the loss of Google services.

Currently, there are 18 families of products being developed through app and voice connectivity. This is described as “democratic connectivity” by chief exec Zhang Ruimin. For example, Nova by Candy is a fully connected washing machine powered by smartphone. It will learn about users’ usage and make recommendations to enable consumers to wash smarter and more ecologically.

Heatle: In times of crisis, the country turns to a calming cup of tea and kettles have been particularly busy this past year. This brand is addressing the excessive waste that is created when boiling water to make a cuppa.

Additionally, it is also doing this free from limescale, with a claim to save up to 60% energy per cup. Many consumers have bought into the vision as there is a waitlist to own one.

The thermometer estimates how long to cook food to get the right result. The app provides real-time information on the cooking status of the meal, including resting time.

It claims to create a natural-identical seaside climate and a brand promise to feel the power of the sea soothing and relieving your airways. In a world of cancelled foreign trips and quarantines, it’s an alluring message.

Daniel Todaro is the managing director at Gekko.

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HuaweiHaierApp Gallerychief exec Zhang RuiminGE Appliances
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