Transforming Conventional Thinking

Gladiator GarageWorks | Brand Launch, Print & Digital Advertising.  It’s no surprise the garage is America’s junkyard. Whirlpool knew it when they were in search of the next generation of home spaces that presented an unknown opportunity. The company’s leadership recognized that the one corner of a home being overlooked was the garage, and as a result, embarked upon creating a new segment – garage organization systems. As the pioneer of this category, Whirlpool faced the challenge of convincing homeowners their garage could be an oasis.

Introducing Gladiator GarageWorks, a complete system that included all the organization items you might envision, even a refrigerator engineered for a garage’s unique temperature. Because after all, your garage was soon going to be the place where guests and friends will want to hang out on a Sunday. 

Our messaging and design objective was going to be a two-part campaign. Phase one was convincing America the garage could be clean, inviting and a true extension of the living space. In essence, creating an awareness of the new market segment and Whirlpool’s system. Phase two was establishing an aspirational aura associated with the Gladiator brand and product line. The best part of this story was one80 design’s findings during extensive nationwide market research with couples. Be sure to inquire. LOL