Blum manufacture hinges, drawer and lift systems, and other motion technologies for home furniture. Comparable to other ‘ingredient brands’ like Intel, Shimano or Dolby, their technology makes everything around them just… work.
Up against other global players and a slew of far East suppliers threatening a price-led race to the bottom, Cairn were tasked with delivering a UK brand building campaign to consolidate Blum’s market leadership and protect its price premium among a varied audience of kitchen manufacturers, furniture makers, retailers, architects, designers and installers.
Our campaign broke with B2B category conventions and reaffirmed Blum’s position as a solutions-based brand. Abandoning the mundane performance-led tropes of the sector, the ‘Your world. Made better’ campaign told a human story, showcasing a world in which Blum’s products spark new possibilities, in a light-hearted and memorable way.
