Kenner Transformation — Colin D. Leary

Kenner
Brand Positioning, Identity, Marketing Strategy

Everyday Hustle

Brazilian brand, Kenner came to Levity to concept, develop and plan their brand strategy, positioning and fully integrated marketing campaigns before launchign the brand in the US. Diving in, we opened up a door for Kenner, that landed immediate and unprecedented trust in our team and our abilities, leading to a brand and business transformation alongside product re-designs, identity overhaul and new channels of demand creation - all implemented in Brazil.

Since brand overhaul and playbook launch and execution, Kenner has seen a 62% increase in revenues.

Internal Mood Rip made for CMVP presentation and playbook.

THE BACKSTORY

One of the dominate sandal companies in Brazil, Kenner sandals is known throughout South America for its innovative design, durability, and comfort. Established in 1988 in Rio, Kenner sandals are designed and manufactured in Brazil, land of the flip-flop, and have millions of loyal customers. After 30+ years in the sandal business, Kenner set their sites on launching in the US-initiating the first time Kenner sandals would be available in the states. Kenner engaged Levity to help the company navigate a marketplace that was both literally and figuratively foreign. Levity was tasked with creating a fully integrated branding and launch strategy, encompassing competitive analysis, brand identity, brand positioning, product convention, web design, brand strategy, & visual identity.

THE CHALLENGE

Kenner would be entering the US marketplace with close to zero name recognition. Their brand identity and the loyalty built in Brazil over the past 30+ years wouldn’t translate here in the states. In effect, they would be starting from scratch. In an oversaturated sandal market, how do you stand out in a sea of sameness? Levity identified there were no shortage of players in the sandal space-everyone claimed to offer something different, yet inherently many were much the same. The gaping hole for differentiation lay not in the product, but in the audience themselves-we decided to take the flip flop off the beach and to the streets.

THE APPROACH

Levity identified the opportunity for a sandal marketed to the urban streets of America. Cities move ideas built of diverse communities and strong individuals that make do and make new. They are the center of cultural conversation and present the opportunity to do some real, authentic good-with a purpose. Our strategy focused on the idea that it’s not about Kenner, it’s about them - those that play, create, and live in real life. This entirely new consumer became our target market and branding muse-an inspired generation of everyday heroes, bravely making moves to challenge the status quo. Kenner, for the Everyday Hustle, was born.

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