GRUNDIG
LEAGUE.
Client: Grundig | Category: Brand sponsorship
When Grundig asked us to relaunch their brand in the Nordics, we were handed their global concept ‘What Really Matters’. Our task was to connect the brand with a new, younger audience, starting in Norway – leveraged by a sponsorship of the national handball league.
Grundig had a perception problem; the younger audience associated the brand with their grandparents’ living room brown goods.
KEY EMOTIONAL DRIVER
Nobody likes household work, but literally every Norwegian loves their national world-champion handball teams.
IMPACT
With the help of the young generation’s idols, we showed that Grundig’s appliances are the team players you need in your home to make cooking and cleaning (and even watching TV) more fun. We also rebranded the Premier Professional Handball League as the ‘GRUNDIGligaen’ (‘Grundig League’), creating our own bespoke identity with an official logotype.
