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  • Mark Richardson

What to do about brand neglect

Cauldryn makes powerful, battery-powered bottles that hold liquids at temperatures up to boiling for hours. Cool if you don’t already own a travel mug, thermos or a sport bottle that does an adequate job. Of course you do. Therein lies the marketing challenge. The world was not waiting for Cauldryn, however everyone likes beverages at a certain temperature. Cauldryn also has a blender attachment and will keep your margarita icy. So what? So what is that Cauldryn can legitimately claim to deliver an authentic and compelling consumer benefit. The lever to pull is bringing “Ready When You Are” to life in an integrated, target-generated campaign that makes the point.


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