Beko EverFresh+

10 seconds to understand.
10 months to become the leader.

Challenge

Beko wanted to raise awareness to the new refrigerator and fridge freezer range Beko EverFresh+ and increase its sales with least 15%. But wait!

What’s EverFresh+?
A humidity controlled compartment which can keep fruit and
vegetables fresh for up to 30 days.


What for Beko was a core name for years of research, tests and inspiration, for the consumers was only another engineering gimmick they didn’t understand.

How to communicate this impressive innovation to the shopper in a compelling way, in a few seconds? In a market oversaturated by expressions such as “true digital inverter”?

Creative Solution

Rather than justify years of research by using “scientific sounding” words, we created a simplicity mix of elements for each feature EverFresh+ brings.

We used an easy to understand name (Bottle Rack, LED Lightning), an instantly recognisable icon and an ultra-brief description for each feature. Then we put them on pop-up, sliding and rotation motions POSM’s.


This stunning mix of simplicity, catchy design and creative production solutions reinforced the idea of simple and useful innovation of Beko’s EverFresh+ and was so efficient that most clients understood the benefits in less than 10 seconds.
Results

By starting at less than a half of sales towards the no.1 brand in the No Frost range, Beko became the leader in the category in less than 10 months.

Thought process