Bang & Olufsen has always been an iconic Danish brand, renowned for its premium design and sound heritage. However, over the years, they found it challenging to remain relevant in an increasingly modern and urban consumer base. They asked our help in finding their edge again and flipping their brand image around.
Our solution was the launch of a fresh and playful sub-brand called B&O Play. The goal was to market these dynamic products as a hip and easily accessible range for the majority of young consumers, whilst making sure they carry the high-quality image the brand has always been known for. The development of the sub-brand helped reach a new target segment while accounting for 40% of total sales.