An innovation in thru-the-wall air conditioning product prompted Friedrich to seek out a dynamic new brand with a marketing campaign to match. We named the new unit and prepared an advertising campaign, but along the way we discovered an opportunity to revamp the entire organization from top to bottom. The launch of the new Kühl brand of thru-the-wall air conditioners was a success, selling out the line in its first year. In addition, we instilled new pride within the company by connecting it to its roots and injecting a contemporary look and feel.
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