The answer launches provocative campaign for Wired Cooking

At the heart of the new campaign is the Wired Cooker: a compact all-in-one appliance that combines twelve kitchen aids, can be controlled to the exact degree between room temperature and 200 °C via an app and offers programs from seconds to hours. The creative agency's approach: the technology speaks for itself - the communication ensures that it is not overlooked.

Ironic provocation as a strategy

To achieve this, Die Antwort deliberately leaves the well-trodden paths of classic kitchen appliance advertising. With provocative headlines such as "Does not belong in women's hands" or "Potenz-Protz", it ironically breaks up role models, plays with exaggerated expectations and leads the audience exactly where it gets exciting: into a new, self-confident tonality around cooking. The subjects are recognizable as clear exaggerations - they expose clichés instead of reproducing them.

A special effect is created by placing them in public spaces: the posters enter into a dialog with existing subjects of other brands, create ambiguous contrasts and make visible what they are really about. Not about gender issues. It's about attitude - and about a brand that is brave enough to show this attitude.

Repositioning with a twinkle in the eye

Parallel to the campaign, Die Antwort accompanied the communicative repositioning of the Wired Cooking product line. The Wired Cooker is at the heart of this strategy and, with a wink, is also aimed at target groups that previously had little contact with cooking - especially men, without excluding others.

The campaign is now visible throughout the DACH region - on selected poster sites, social media and via display ads.

Agency: The answer AG. Client: Wired Cooking