Bringing refinement to the masses. Casarte

Challenge

How can a new entrant stand out and succeed in a crowded, "me-too" market?

Insight

We knew that a rapid growth in middle-class Chinese consumers was reflected in a demand for elegant, cultured products – particularly those of European origin.

Solution

Casarte is the premium white goods arm of the giant retailer, Haier. As a new entrant in a domestic market dominated by multinationals and low-cost local products, it needed careful positioning.

We emphasised that the difference was in detail; design, quality and construction that said more about the owner’s attitude to success than mere displays of ostentatious wealth.

Using the concept of "Refined Living" positioned the Casarte range as a line of high end, European-designed products.

It helped to create a perception that Casarte quality can be a lifestyle differentiator amongst affluent Chinese consumers.

Results

The Casarte range is available in leading stores across China and our work paved the way for a multi-platform creative launch..