When Philips Domestic Appliances became Versuni, the stakes couldn’t have been higher. The task was not simply to announce a new corporate identity, it was to protect decades of consumer trust while simultaneously building recognition for an entirely independent brand across a vast and diverse product portfolio.
The challenge was twofold. Keep the transition invisible to consumers who rely on the quality of Saeco and Philips products every day, while aggressively securing media space for a new name that no one yet knew. That required a narrative strong enough to resonate with specialist tech reviewers and lifestyle journalists alike, and an agency precise enough to execute it without missing a beat.
We took on full day-to-day PR responsibility for Versuni in the German market, operating as the direct and permanent point of contact for journalists across all relevant media segments. At the heart of our work was a rigorous end-to-end device testing process: from administrative order management to hands-on technical support, we ensured that editors and influencers could experience the quality of Saeco and Philips products firsthand, resulting in authentic, high-impact reviews that no paid placement could replicate.
Beyond daily journalist management, we orchestrated focused PR launch campaigns that combined traditional press outreach with personalised editorial visits and high-stakes pitches to top-tier lifestyle and hardware outlets. We identified and pursued the right media environments for each product, from specialist hardware publications to mass-market consumer titles, ensuring Versuni’s portfolio reached the audiences that matter most.
Our work extended into paid media consulting, where we filtered and refined partnership opportunities to ensure every investment delivered meaningful returns. From exclusive brand events to precisely tailored press releases, our goal was consistent. Embed Versuni into the everyday media conversations of the German consumer market, and make the new name feel as familiar as the brands it carries.
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