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Duraflame faced the reality of an aging customer base. The challenge was to make the brand relevant to Nesting Millennials, who are in the throes of settling down and crafting their adult lives. This demographic shift represented both an opportunity and a hurdle: to engage with an audience that had yet to fully discover the joys and comforts of a Duraflame fire.
Leveraging the popular social media trend of #adulting, we positioned Duraflame fires as the perfect accolade for the trials and triumphs of grown-up life. From the momentous to the mundane—whether it’s buying new furniture, dedicating an evening to cleaning, or simply enjoying a quiet night in—each act of adulting was celebrated with the inviting, warm glow of a Duraflame log.
