Convincing Millennials to cozy up to a legacy brand.

Duraflame Brand Strategy & Marketing Campaign

The challenge: attract a younger audience to Duraflame. A product they may have affinity and nostalgia for, but haven’t thought about in years. What better way to start a conversation about Duraflame, then to talk about Duraflame around a duraflame® fire. So we hired a guy named Mike and his dog Piggy (both their real names), to do that. Hang out and chat by a fire. Which people do.

We created a comprehensive media and social content strategy to get over 40 videos in front of “bridging millennials.” These are the 20 and 30-somethings who would rather just watch Netflix or perhaps do some online shopping for home furnishings instead of going out to the bars.