Iris Germany develops the product launch campaign for Bosch Smart Indoor Gardening with BSH Home Appliances

Iris Germany develops the product launch campaign for Bosch Smart Indoor Gardening with BSH Home Appliances

9 September 2021

BSH Home Appliances just launched the new model of their pioneering Bosch Smart Indoor Gardening solutions, “SmartGrow Life”. For this launch, BSH and Iris developed a comprehensive campaign driven by digital and social media as well as e-commerce, including seasonal ideas and toolkits for global roll-out. SmartGrow Life was showcased at 2019’s IFA and is set to be available in all core markets by the end of Q4 2021.

Smart Indoor Gardening is emerging rapidly, supported by cultural trends such as cocooning, healthy cooking and sustainable living. Bosch’s Smart Grow devices enable anyone to grow and harvest fresh herbs indoors throughout the year. With minimal effort and knowledge, due to state-of-the-art watering, lighting and capsule seeding technology.

Following a competitive pitch in April 2020, BSH chose Iris Germany as strategic and creative agency for its innovative Smart Indoor Gardening product family. Since then Iris has supported the success of the Smart Grow solutions with communications and strategy.

Katja Wendel, Global Head of Brand Communications – Food, BSH: “The next generation “Bosch SmartGrow Life” is setting new standards in design, sustainability and healthy living - in a category characterized by innovation. With their strategic mindset, an outside-the-box creative approach and a super diverse and driven team, Iris have proven to be the right partner to open up the market’s immense potential.”

Christiane Currie-Perl, Client Service Director, Iris Germany: “BSH have always defined the category with home appliance products of exceptional quality. It’s just natural we are thrilled to grow this highly progressive field together and drive Bosch’s success forward.”

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