Case Study: Ex Animo Launches Multitap 3N1 in Australia

Emerson Electric Co., a global leader in innovative solutions, aimed to introduce the Multitap 3N1, a beautifully designed Italian kitchen mixer tap, to the Australian market. The biggest challenge? No retailer was initially willing to stock the product, seeing it as just another competitor in an already crowded category. This presented a significant roadblock to the market, requiring a strategic and cut through approach to gain retailer buy-in and consumer interest.

Ex Animo understood that introducing a new product into a resistant market required more than just a strong sales pitch—it required a story, an experience, and a connection. Here’s how Ex Animo made it happen:

• Understanding the Market and Crafting the Story: Ex Animo began by diving deep into the Australian market, understanding both retailer hesitations and consumer desires. They crafted a brand story that wasn’t just about a kitchen tap—it was about bringing a piece of Italian artistry into everyday life. The Multitap 3N1 was positioned as more than just a functional product; it was a statement piece, merging style, functionality, and heritage.
• Brand Ambassador engagement: As part of the strategic approach to launching the Multitap 3N1 in Australia, Ex Animo leveraged the influence and culinary expertise of renowned Italian chef Guy Grossi as the brand ambassador. Chef Grossi, a celebrated figure in both the Australian and international culinary scenes, brought authenticity and credibility to the Multitap 3N1’s Italian heritage. His involvement went beyond typical endorsements; Chef Grossi actively participated in the product’s narrative by demonstrating how the Multitap 3N1 could elevate the kitchen experience, seamlessly blending form and function. During the launch event, Chef Grossi curated an exclusive Italian menu, became the face and narrated part of the Augmented Reality Mobile app that explained to consumers how versatile the tap was and highlighted its superior design, creating a sensory experience that resonated deeply with both retailers and consumers. His endorsement was pivotal in positioning the Multitap 3N1 as not just a kitchen accessory but a symbol of Italian craftsmanship and culinary excellence.
• Creating a Visual and Emotional Appeal: The visual identity of the Multitap 3N1 was developed with a focus on luxury and elegance, using bold, modern design elements. Ex Animo highlighted the tap’s Italian craftsmanship, superior engineering, and energy efficiency, all wrapped in a sleek, contemporary design. This visual appeal was consistently applied across all touchpoints, creating an emotional connection with the audience.
• The Launch Event That Made Waves: On November 29, 2017, Ex Animo hosted a launch event that was a true celebration of Italian culture. From the architecture and history to the food and wine, every detail was meticulously planned to immerse attendees in the Italian experience. Celebrity chef Guy Grossi brought the Multitap 3N1 to life, not just through his cooking but by demonstrating how this tap could elevate everyday kitchen experiences. The result? Every targeted retailer committed to the product on the spot.
• A Digital Presence That Resonates: Ex Animo didn’t stop at the physical launch. They built a responsive, SEO-optimized WordPress website designed to guide users effortlessly through the product’s features and onto retailer sites for purchase. The site was complemented by a robust social media strategy that leveraged the charm of Italian heritage, modern kitchen trends, and engaging content to build a loyal following across platforms like Facebook, Instagram, Pinterest, and YouTube.
• Innovative Tools to Drive Engagement: To further enhance the consumer experience, Ex Animo developed an augmented reality mobile app that allowed users to visualise the Multitap 3N1 in their own kitchens. This interactive tool was a game-changer, for retailers helping to turn interest into purchase intent.

Ex Animo’s strategic and human-centred approach led to the successful market entry of the Multitap 3N1, overcoming initial retail resistance and securing full distribution across targeted channels.

• 100% Retailer Commitment: Despite the initial reluctance, Ex Animo’s approach secured commitments from all targeted retailers during the launch event, ensuring that the Multitap 3N1 was available in key retail outlets across Australia.
• Significant Digital Growth: The Multitap brand quickly outpaced competitors on social media with content that resonated deeply with the audience, leading to sustained growth in followers and engagement.
• High-Performance Website: The SEO-optimized website became a central hub for product information and sales, guiding users smoothly to retailer sites and supporting strong online and in-store sales.
• Enhanced Consumer Interaction: The augmented reality mobile app provided a unique and engaging way for consumers to interact with the product, contributing to higher conversion rates and stronger brand loyalty.