Integrated ad agency MUH-TAY-ZIK | HOF-FER recently partnered with household goods brand OXO (pronounced ‘ox-o’) to launch a clever integrated campaign titled “Tested on Humans” with OOH, digital, audio, influencer, and paid social components. Marking OXO’s Largest Advertising Initiative since 1996, the campaign kicked off today in the Boston and San Francisco markets.
Check out the online spots here, here, and here.
MUH-TAY-ZIK | HOF-FER Co-Founder and Director of Strategy Matt Hofherr explains: "OXO only makes a product when they know they can bring a meaningful improvement to the marketplace. How do they know? They observe human behavior very closely. Their obsession for getting it right was the inspiration behind our campaign."
For an established brand with a reputation for excellence and a cult-like following, this will be its largest advertising initiative in nearly two decades, and first ever integrated campaign, meant to creatively differentiate OXO within the household goods industry. The timing of the campaign also comes on the heels of the national launch of OXO’s first small electrics product line, highlighting such items as the 9-cup Coffee Maker and Digital Illuminating Hand Mixer.
“At OXO we make a lot of house calls. We watch how consumers interact with products and identify opportunities to solve common pet peeves as well as those that people didn’t even know they had. Our ‘question everything’ philosophy is how we are able to continuously develop solutions that really do make everyday living easier,” comments Lindsay Mecca, Senior Brand Communications Manager at OXO.
“‘Tested on Humans’ highlights the intentionality behind the product design. Our collaboration with MUH-TAY-ZIK | HOF-FER helped us conceptualize and deliver this quirky and playful take on product testing, and perfectly reflects our positioning and DNA.”
Featuring imagery of real people and a tone evoking scientific research and data, each component of the campaign reinforces OXO’s promise of quality, authenticity, and distinctiveness.