Evox — beauty made to last
A launch platform for Brastemp's Evox technology written to shift the category ruler — from 'which material is better' to 'what kitchen you want to have in ten years'.
Context
Inox had been shorthand for premium white goods in Brazil for decades. Launching Evox meant more than demonstrating a new material — it meant reorganising the ruler consumers used to compare kitchens, without disowning the millions of Inox already installed at home.
The campaign was structured against the actual purchase journey — discovery, consideration, decision — with pieces designed for each stage instead of a single hero film asked to do everything.
The concept 'beauty made to last' put durability and aesthetics on the same shelf, and moved the conversation away from a materials debate into a longer-view question about the kitchen itself.
Challenge
Replace a category ruler already installed in the consumer's head. The task was to make Evox legitimate enough to sit next to Inox in the retail line-up — not by attacking the incumbent, but by proposing a broader question the incumbent could not answer.
Role
I led strategy for the launch at Content House. My work was mapping the premium-appliance purchase journey, writing the platform that avoided a direct materials fight, and defining the anchor messages that had to hold across film, POS and e-commerce.
Approach
Map the journey, not the funnel
Consumers of premium appliances take months. Read the discovery, consideration and decision stages as three different conversations, each with its own friction, each with its own message.
Change the ruler, don't attack the incumbent
Any campaign that fights Inox head-on ends up defending it. The concept moves the comparison up one level — from material to the kitchen the consumer wants to keep.
One line, three registers
A single platform with anchor messages tuned for film, retail and e-commerce, so the argument survives channel change without dilution.
Protect the tone in production
Creative direction on set kept the register close to real kitchens and real lives — the launch avoided the sterile-showroom look the category defaults to.
Execution
- 01Evox launch platform and 'beauty made to last' concept
- 02Film scripts staged by journey stage
- 03Anchor messages for POS and e-commerce
- 04Creative direction on production
Outcome
Evox landed as a legitimate alternative to Inox in communication and at retail, opening room for the technology to become a live argument for sales teams on the shop floor.
Credits
- ClientBrastemp
- AgencyContent House
- StrategyBruno Rothstein
- CreativeClarissa Sá
- MediaJaime Lopez
