Philips wanted to reclaim the 15% market share it had lost to Mayer and cement its category leadership as a premium brand. So, we depositioned the cheaper competition by dialing up the emotion. To convince elderly mums to try the Airfryer, Philips inspired them to cook with love. 

‘Lose the oil, not the love’ is platform that allowed us to dial up the emotion and also talk about product benefits by not only targeting older mums, but also their sons. The gifting would minimise the older generation’s reluctance towards new technology in the kitchen, revolving around the loving bond between mother and son.