"On Thursday, Bosch released the ad it intends to air during the Super Bowl this weekend. It stars a remarkably different clean-shaven, conservatively dressed Fieri, who returns to his normal spiky-haired, brightly colored look when he uses Bosch products - from a circular saw to a cooktop. His French Bulldog, Cash, also has a cameo in the ad, which carries the tagline, "Like a Bosch.""
"Speaking to Business Insider, Paul Thomas, president of Bosch North America, said the company hopes the big game ad will help improve its brand recognition. Through Fieri and the lighthearted, comedic tone of this year's spot, Bosch also wants to foster a stronger emotional connection between customers and the brand, he added. It marks a shift from Bosch's more traditional marketing, which typically focused on technical features."
Bosch has operated in the U.S. for over a century but remains a relatively unclear brand to many American consumers. The company is investing billions in the region and is airing a Super Bowl ad featuring Guy Fieri that shows him clean-shaven and conservative until he uses Bosch products, then reverting to his spiky, colorful persona; the ad includes Fieri's French Bulldog Cash and the tagline 'Like a Bosch.' Major advertisers are using comedy and familiar faces to attract attention while avoiding controversy. The campaign shifts Bosch marketing from technical-feature focus to emotional storytelling that emphasizes reliability and life improvement.
Read at Business Insider
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