Samsonite has always been a leader in innovation in the luggage industry. With its latest introduction, the company has again demonstrated its product superiority.
Research conducted in the last quarter of 2011 proved that our consumer consider 'product' as the real differentiator in this category and a hook to buy.
Hence, our advertising strategy focuses on 'product' as the hero.
The Cosmolite car crash TVC boldly, yet strongly brings out the essence of Samsonite products - a great looking product, with outstanding quality (strength) which continues to deliver innovatively. We wish to establish that, no one knows the business of luggage better than Samsonite.
To hit home hard, our creative demonstrates the strength of the bag as well as the fact that it is lightweight in a direct manner.
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