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1. Concept presentation by Wizcraft International Entertainment 1
Kohler
Product Launch
Concept Presentation
20.03.2012
2. Concept presentation by Wizcraft International Entertainment 2
Brief
Kohler is in the process of launching its brand new range of Bathroom
accessories which will be in PVD finish. The new range of lifestyle
products are positioned to be high-end , exquisite and royal. The distinct
features of the product include its durability , long-lasting finishes ,
authentic hand brushed finishes , distinctive colors and extended
warranty.
The brief is to create a grand launch experience amongst the press and
the key influencers and specifiers for the new range of PVD bathroom
accessories being launched by Kohler.
The product to be unveiled is the gold (polished/brushed or French)
Faucet
3. Concept presentation by Wizcraft International Entertainment 3
Brief
PVD is an existing technology being marketed by competition however :
No one is selling a complete bathroom look in this finish
No significant marketing campaigns executed by the competition on finishes
No significant selling effort in marketplace
No significant focus on PVD at a in-store display level
The launch needs to distinguish and immediately set Kohler PVD range apart from all
existing products in this category
The launch will establish the uniqueness and exquisiteness of Kohler’s new range ,
while emphasizing on the durability and the longevity of the products
Launch of the PVD bath range by Kohler Our understanding
4. Concept presentation by Wizcraft International Entertainment 4
Brand Positioning
Product that remains
new always, in the
category where
corrosion & tarnishing is
very common
Durability is one of the
top priority for
consumers
Durability & Finish are
the key drivers for brand
purchase followed by
Warranty and design /
shape
Always New!
8. Some things in life you just can’t resist.
So desirable that you will go to great lengths to possess it.
You just have to have it.
Like the new PVD range (ETERNASHINE) by Kohler.
Coveted and prized. Of eternal value and everlasting shine.
Sculpted to perfection. With a rich, golden hue. And an impeccable finish.
So precious that it needs to be kept in a safe place.
In a museum or a gallery under strict supervision and security.
But there are those who will not be daunted by the safeguards.
They will attempt to steal it.
Because Kohler’s new PVD range is just that.
So desirable, you will do anything to have it.
10. We drew from Kohler’s eternal and everlasting quality,
its coveted and valued appeal; and arrived at an idea that involved the staging
of …
THE KOHLER HEIST
* Heist – A robbery , a burglary or a Theft!
12. The Kohinoor diamond, the Hope diamond, Sultanganj Buddha, the Tiffany
Yellow diamond…. Imagine a space that stores priceless artifacts such as these.
The new Kohler PVD range is just as precious and priceless.
And our guests will be invited to witness its unveiling in such a place.
On the face of it, at least.
The ambience is that of museum like the Smithsonian or the Louvre.
Guests walk on a red carpet lined with bollards.
One could have a timeline wall showcasing Kohler’s product ranges through the
years.
Venue can be used to innovatively exhibit Kohler products. Just like in a museum,
products will be showcased in enclosures. Little write-ups could describe the
product and dabble into its history.
Centre stage contains a see-through glass cubicle with a sleek, beautifully jeweled
box inside.
So the audience will only be able to view the glass cubicle and the box inside
14. The guests are invited to an exclusive exhibit of something rare and precious.
A material/product that has an everlasting shine and remains always new!
They will be requested not to carry any sharp or metallic items on account of
the valuable and sensitive nature of the product being displayed, and the high
security surrounding it.
Thus, the expectation and anticipation will build up to the exquisite unveiling of
a precious product in a gallery/museum.
The reality will be the staging of a heist!
16. Guests are requested to settle down and be seated for the special unveiling of
Kohler’s new range. There is a Blackout
Just like in a museum/gallery showcasing precious items, the glass cubicles are
surrounded by moving laser lights.
VO announces a little build-up on Kohler’s new collection. Elaborates on how special
the collection is…its everlasting shine, eternal quality etc.
Everybody is anticipating the moment of unveiling, when suddenly a group of dark
figures enter the stage.
Dressed completely in black, with ski-masks, these ‘figures’ start to make their way
to the valuable item that was to be unveiled.
They trace a route that almost miraculously dodges the lasers.
Like the beautiful laser dance scene in Ocean’s 12, They make it to the glass case,
and just as the lead figure opens the glass case and the box inside and lifts the
Kohler product inside, a wailing siren goes off.
17. VO announces: Ladies and gentlemen, we have detected a breach of security. Please
remain calm and stay in your seats until we have apprehended the suspects.
The ‘burglar’ is holding the gleaming Kohler faucet in hand.
Stage lights up. He/she (a celebrity like Twinkle Khanna) takes off ski mask and
holds up the faucet for all.
VO announces: Ladies and gentlemen, the new Kohler (PVD) ETERNASHINE range.
So precious, you will do anything to get your hands on it.
20. The new PVD range of bath accessories by Kohler.
Much more than just bathroom fittings.
A premium product.
With an everlasting shine. Golden hues. And a gleaming finish.
A glittering ‘fixture’ of one’s life that never loses it newness.
And that makes it precious and prized.
Indeed, one might even say it is as precious… as .
22. Gold is forever. Gold is luxury. Gold is ever new.
Gold changes one’s life. Transmutes living spaces.
Brightens up one’s life.
The ‘gold touch’ turns the ordinary into royalty.
The mundane into the magnificent.
Gold is style. Gold is elegance. Gold is glamour.
Gold is…. Kohler’s new PVD range.
And so we arrived at an innovative way to unveil the ‘gold’ collection by Kohler.
A theatrical performance that traces gold’s symbolism through the ages.
Through a specially choreographed UV dance act!
23. A BURST OF GOLD IN THE DARK /
ALWAYS GOLDEN, ALWAYS NEW
THE GOLDEN SERENADE /
ETERNASHINE
24. The audience will be kept completely in the dark. Until a touch of gold wakes them up with
Cleopatra’s entry
Clad completely in gold, Cleopatra sitting on her royal mode of transport – a carriage – being
carried by slaves.
Story moves on to the tale of King Midas. How everything he touches turns into gold. Here,
neon photos of Kohler’s previous collections can be displayed.
The performance could move on to include other references of gold in history: the golden
apple that led to the battle of Troy and the fabled El Dorado, the golden city.
In Indian history, the dancers could depict a Mughal emperor like Akbar in all his golden
splendor.
And finally, we can stage the eternal romance of an Indian wedding with the couple
exchanging golden rings.
25. To conclude the dance, the performers hold up the words – KOHLER – ALWAYS GOLDEN,
ALWAYS NEW and then the sub-brand ETERNASHINE (like in the TAA reference video).
Alternately, we can work out a modern storyline to showcase Kohler’s new collection as well.
For the actual unveiling, dancers could place a huge life-sized neon box on stage. When the
lights come back on, a celebrity opens the box and steps out with the faucet being unveiled.
Alternately, behind the black masking on the stage, we could have an LED with 3 doors on it.
When the lights come back on, the masking is pulled away and the LED is revealed.
The three doors open and three people (one being a celebrity) walk out with the
faucets/fixtures in hand.
The LED is used innovatively to display the new ETERNASHINE range.
26. Concept presentation by Wizcraft International Entertainment 26
Event details
DATE: 4th June 2012
LOCATION: Mumbai
Press meet – 100 pax
Sales meet – 100 pax
Evening Banquet – 800 pax
Proposed Venues :
• Renaissance Mumbai
• Grand Hyatt Mumbai
27. Concept presentation by Wizcraft International Entertainment 27
RENAISSANCE MUMBAI HOTEL AND CONVENTION CENTRE
The Grand Ballroom offers a spacious room with a 25 ft.-high
ceiling, elegant chandeliers, fine interior design and
appointments that enhance the atmosphere for large-scale
receptions and international conventions. The Grand Ballroom is
13,000 sq.ft/4000 sq.mtrs and can seat 1750 persons.
GRAND BALLROOM
29. Concept presentation by Wizcraft International Entertainment 29
Grand Hyatt - Mumbai
Grand Hyatt Mumbai offers 2,788-square-
metres of conference and meeting space
that include one of the largest, fully-wired,
pillar less ballrooms in the city, seven
additional meeting rooms and two
boardrooms, a spacious pre-function area
and courtyard
Grand Ballroom
The 12,000 square feet pillarless Grand Ballroom
with a clear ceiling height of 25 feet can be portioned
into three sections. The Grand Ballroom is naturally
lit on two sides and overlooks a majestic waterfall
and the hotel's courtyard with breathtaking water
features and landscaping. The Grand Ballroom has
drive-in access for cars, making it ideal for car
launches and auto expositions. At its entrance is a
spacious foyer, which can be used to host pre-dinner
cocktails and receptions.
