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Kalmar Essential Range

Quality for all

Launching a value based range when you are seen as the premium brand in the category is fraught with danger. How do you maintain the brands quality and premium nature without compromising the overall offering? The messaging had to reinforce the key values of the brand whilst making it very clear that in paying less, they will get less. We called this the Kalmar Essential Range and underpinned the whole campaign with a simple but effective message: The Kalmar Essential Range of solutions are robust and reliable and have everything you need to get the job done, for a great price.





Allan Fraser Rush, Joy Weideman, Behzad Gazder

Tangible things

Naming, positioning, print, digital content, digital tools and film.