Obsession is Good
After more than 75 years of being the premium hardware leader producing bold designs and hand-crafted styling for some of the finest homes in America, Baldwin began to recognize that they needed to make a new connection with the next generation of luxury homeowners. For this new audience, luxury had to be redefined as meticulous craft, undeniable quality, and insatiable artisanal obsession.
Meet the New Boss
In a strategic shift, SCS developed a new strategy; Developing a brandsell campaign aimed at HENRYs… the “High Earners, Not Rich Yet” set—ostensibly the future of wealth in America, and, an audience that looks at luxury differently. HENRYs aren’t buying for status, heritage or for badge value alone, they want a relevant connection with a brand, along with timeless contemporary design. Baldwin needed to re-define what a luxury door hardware looks like.
The Bigger Picture
The Baldwin Obsession campaign not only targets luxury homeowners, but designers and premium hardware showrooms, where many style and fit recommendations come from. With Baldwin making a number of strategic moves to ensure the future of the brand, shifting the tone is a big step toward showing the industry—as much as the audience—a new face and new passion for Baldwin as a brand.
