”The ’Simply more’ campaign underscores our brand positioning.”Stefan-Marc Schmidt, Vice President Marketing and Sales SCHOTT Home Tech.
In its new campaign, SCHOTT Ceran® focuses on the innovation areas, environment, design and longevity.
The key visual ”Simply greener” with a frog on top of a Ceran® cooktop panel portrays SCHOTT as a pioneer in the area of environmental protection. This sensitive animal that reacts quite strongly to environmental influences unites two characteristics of SCHOTT Ceran®: sensitivity with respect to the environment and the products that are developed from it. SCHOTT sets new standards with ”greener” products like SCHOTT Ceran®, the first and to date only glass-ceramic cooktop panel that does not contain the toxic heavy metals arsenic and antimony. Customers in the home appliance industry benefit by being able to make their product “greener” too.
The second key visual focuses on ”Longevity” and is expressed by a turtle and the claim ”Simply lasts longer”. Like the transparent Ceran Cleartrans® glass-ceramic cooktop panel with various underside coatings, the turtle exemplifies robustness and a long lifetime. These represent two important characteristics that customers have been associating the well-known black Ceran® glass-ceramic with for many years already. With ”Simply more unique” and the chameleon as a symbol for change, the focus is on the black glass-ceramic Ceran Hightrans® eco. Like the chameleon, SCHOTT Ceran® also offers a wide variety of color options and design latitude at no expense to the environment. For example, it enables new, intelligent displays: after more than 40 years of red displays, SCHOTT has now become the first company to succeed in transmitting blue light through a black glass-ceramic. ”The ’Simply more’ campaign underscores our brand positioning and shows where we have clear competitive advantages and are able to help our customers secure their market position,” Stefan-Marc Schmidt concludes. <|