Victorinox | “Not In Your Vocabulary”
Ask
Introduce Victorinox as the first quality kitchen knife young adults should upgrade to.
Challenge
New cooks often struggle with dull, frustrating knives but don’t realize the knife (not their cooking) is the problem.
Solution
Create a campaign that removes the negative words people associate with bad knives, showing that with Victorinox, those frustrations simply don’t exist.
Print Ads: With the confidence of a Victorinox knife in your hand, some words just simply aren’t in your vocabulary. Placed in cooking magazines, because you don’t always have to be an amateur to fall victim to a bad knife.
Bus Poster: Strategically placed in large city public transit areas. Newly graduated adults who are struggling with cooking for the first time are shown that with the right knife, cooking can finally feel possible.
Digital Billboard: Watch as Victorinox changes your opinion on the knife you currently use for cooking at home. It’s time to upgrade.