Recommended by leading lovers of life

The Danish brand Holmegaard is a national icon. All 3,800,000 Danes know the brand and associate it with such values as tradition, quality, and sublime glassmaking craftsmanship. But high -- and even positive -- brand awareness doesn't necessarily translate into sales success.

This was the situation in the spring of 2003. Only women over the age of 50 found the company's products appealing. So to reach a younger demographic—women aged between 25 and 50—Holmegaard developed a new, innovative, and more modern portfolio of products that signalled contemporary quality design for everyday use.

Naturally, the brand and creative strategy needed to live up to the new positioning. The goal was to differentiate the company's branding from traditional, product-centred design and crafts marketing. The result was the "Recommended by leading lovers of life" campaign.

The campaign focused on expressing a love of life from the point of view of an "inside" understanding of the everyday life of women. The products themselves are essential parts of "the good life", the kinds of beautiful objects we like to use and surround ourselves with. They are not just for decoration! Holmegaard products are designed to be used.