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Char-Broil Sears MSN TV
Char-Broil: Thermos Grill2Go™

Our show demonstrated the value of the product to an expanded market. Through our analysis of internal client interviews, secondary research on the grilling marketplace, and psychographic insights about the way people use their grills, we broadened the appeal of the Thermos Grill2Go. We identified two new targets beyond the tailgater audience: apartment/condo dwellers with limited space, and family campers. Our 30-minute program showed the functionality and benefits of the Thermos Grill2Go in these three scenarios. The program also featured the "Grill2Go Designer" who effectively communicated why the grill was engineered better than other portable grills, and well worth the extra money.

It worked. The show first aired in late winter. Within its first two months, it was so successful that Char-Broil temporarily sold out of grills.
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