Rule the Kitchen

Situation:

Euro-Pro, a Boston based developer and marketer of consumer products for the home, built a successful franchise with Shark household appliances and cleaning solutions. In 2008, they wanted to expand their presence in the home and had a revolutionary multi- blade design that combined the benefits of a blender and food processor. What they were missing was a brand, an identity and a position in the marketplace.

Approach:

We analyzed the functionality of the product they had, which was superior to the leading competition, the Magic Bullet. We knew that in order to get noticed, we needed a a brand name and identity that was distinctive, memorable and most importantly, would stick. We approached the naming process by thinking about how it would appear, would it be differentiated, did it have energy, how would it sound, did it have depth (how would it work beyond this one product)? We had a long list of names which we scored against naming criteria and Ninja came out on top. From there, we created the identity and positioning that would resonate with the target consumer: the person that wanted to “rule the kitchen” and create healthier food and drinks for their family.

Results:

Since the birth of the Ninja food and drink maker in 2009, the brand has exploded beyond blenders to indoor grills, pressure cookers, ovens, air fryers, coffee and tea makers. In 2015 the success of the Ninja had become so huge, Europro renamed itself to SharkNinja.