How advertising built a boiler brand

PRG positioned Keston as a premium brand, helping its products command premium prices, through creative advertising.

As David Ogilvy, the founding father of the advertising industry, once observed: “Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.” Brand personality is all the more important when products are indistinguishable from competitors’ – and in the case of many boilers, a box is a box is a box.

In one advertisement for Keston, we affirmed the calibre of the boilers by showing the types of buildings in which they were installed, including Windsor Castle.

In an advertisement announcing the new Q37 boiler, we capitalised on the theft of the prototype by not showing the usual picture of a white metal box. We showed, instead, a space on top of a pedestal in art gallery where the boiler should have been, with ‘crime scene’ ribbons in the foreground to raise curiosity.

In an ad for the C30 domestic boiler, we communicated its key advantage - sighting flexibility - by making the uniquely long flue a stylised part of the graphic design, with the clear headline, ‘The boiler that goes where others can’t.’ We designed the advert, in its clean whiteness and choice of typography, to be evocative of ads run by premium German car brands.

PRG’s team has the expertise to help with all aspects of advertising, strategic or creative, print or digital, trade or consumer. Next time you invest in advertising, we’d be delighted to help you maximise its effectiveness.

If you need any kind of marketing support, please call PRG
Account Director Phil Bingham on 01323 411044 for an exploratory
chat or email phil@prgltd.co.uk.

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CALL: 01323 411 044 EMAIL: info@prgltd.co.uk

How advertising built a boiler brand