This week, Tramontina launched a product that uses the internet of things to make homes even more connected to the consumer’s daily life. The cooktop, which was named Guru, already has 150 recipes available that can be accessed through an application, via tablet or cell phone, and learning takes place with the help of videos and explanatory texts. “Much more than a piece of equipment, the Guru will be the newest partner of the connected house, which will make it easy to create a list of recipes that is constantly growing, from the simplest to the elaborate ones”, says Riccardo Bianchi, director of Tramontina.
To publicize this novelty to the market, Wunderman Thompson Brasil built a launch campaign with a film that presents the experience of cooking with the Guru. “With Tramontina’s new technology, it is possible to create recipes from the simplest to the most complex, and that is exactly what we want to show the brand’s consumers, declares Renata Dallonder, Business Director at WT Brasil”, she comments. Keka Morelle, CCO of WT Brasil, adds: “Our communication strategy was born from the beginning, together with the product. The Guru by itself is already a piece of communication for Tramontina, presenting the brand, so known for its excellent products, as well as a technology company, which puts people and their needs at the center, through the concept ‘Suddenly, you’re cooking’. We position the product through its greatest benefit, providing a positive experience for those who never imagined cooking”, he concludes.
To make the project feasible, Tramontina also had multidisciplinary teams, such as the Brazilian office Design Único, for product design; the company from Rio Grande do Sul AYGA, which helped in the development of the IoT (Internet of Things) solution and the application, in addition to another hardware partner.