Versuni

From legacy household names to an independent powerbrand: Managing the media transition for a global leader in home appliances.

Challenge

Rebranding a household icon? We’ll make sure the new name hits every home!

Versuni, formerly known as Philips Domestic Appliances, faced the significant challenge of transitioning one of the world’s most recognized household brands into a new corporate identity while maintaining market leadership. The challenge: ensuring that the rebranding remained invisible to the consumer’s trust in product quality while simultaneously aggressive in its pursuit of media space for a vast portfolio. We needed independent brand narrative that resonates with both specialized tech reviewers and lifestyle-oriented mainstream audiences.

Approach

Bridging heritage and modern lifestyle media

Our strategy focused on a dual-track engagement model: maintaining the legacy of established household icons while aggressively positioning the new Versuni identity. We spearheaded the daily “Journi-Management,” serving as the direct line for journalists and ensuring a continuous, high-quality dialogue. By meticulously managing the end-to-end device testing process, from administrative order management to technical support, we ensured that influencers and editors could experience the premium quality of Saeco and Philips firsthand, leading to authentic and impactful reviews.

Strategic campaigns and earned media excellence

To maximize market presence, we orchestrated targeted PR launch campaigns that combined traditional press outreach with modern media tactics. Our team conducted personalized editorial visits and high-stakes pitches to place Versuni’s portfolio in top-tier lifestyle and hardware outlets. This hands-on approach extended to our “Paid Media” consulting, where we filtered and refined partnership opportunities to ensure maximum return on investment. Whether inviting key media contacts to exclusive brand events or distributing tailored press releases, our goal was to embed Versuni into the daily conversations of the German consumer market.