RE-IGNITING A LEGACY BRAND’S SOUL.

Duraflame Brand Refresh & Website Redesign

Duraflame is the world brand leader in firelogs, and that’s probably because they invented the category more than 50 years ago. Since then, they’ve sold their environmentally sustainable wood-wax, recycled fire logs to over fifty million customers across the United States. They came to us with a desperate need to update their website design, user experience, content and help make the brand more relevant to a younger audience.

CONVINCING MILLENNIALS TO COZY UP TO A LEGACY BRAND.

Duraflame Brand Strategy & Marketing Campaign

The challenge: attract a younger audience to Duraflame. A product they may have affinity and nostalgia for, but haven’t thought about in years. What better way to start a conversation about Duraflame, then to talk about Duraflame around a duraflame® fire. So we hired a guy named Mike and his dog Piggy (both their real names), to do that. Hang out and chat by a fire. Which people do.

We created a comprehensive media and social content strategy to get over 40 videos in front of “bridging millennials.” These are the 20 and 30-somethings who would rather just watch Netflix or perhaps do some online shopping for home furnishings instead of going out to the bars.