 |
Challenge
Rarely does a marketing firm get involved with a new product from its very earliest stages, but this is precisely the privilege given us by Igloo. As Igloo prepared to enter the electric “mini-fridge” market, the people of Edge Creative Strategies were brought in as part of the product team. |
|
Contributions
We played an important role in research for product design and positioning, and then in product naming, packaging, marketing to retailers, merchandising to consumers—and even wrote and produced the Owner’s Manual in 13 different languages. Today the “SpaceMate” is one of our most popular appliances at Edge Creative Strategies and a big hit with our kids at college. Most important, it has been a success for the fine people at Igloo. |
|
Summing Up
This project was particularly enjoyable and touched every facet of this product’s birth. And “birth” is what this was. Today we all feel like proud parents. When we asked Eve Heim-Grubb, the Igloo marketing director with whom we worked, to comment on our work, she wrote this: “The reasons for Edge’s reputation for strong and effective creative solutions are evident in everything they do.” Comments like hers are the prizes we always hope to win. |
|
|
 |
Spacemate Package Design |
|
|
|
|
