Context
Arno is a company founded in Brazil in the year of 1944 by an Italian immigrant. In 1997, it was purchased by Groupe SEB.
For years, the company was synonymous with modernity and technology, launching home appliances onto the market that transformed the lives of Brazilian families. “Innovation” is the word that makes its employees most proud. That is exactly why there was some disappointment during the brand’s anniversary period when surveys indicated that the public did not associate its products with the concept of technology.
Analyzing this scenario in detail, we understand that the big tech companies of Silicon Valley dazzle the public so much with their digital products that other products end up not being seen as technological.
Insight
In a world where people are increasingly anxious, isolated and spending excessive amounts of time endlessly scrolling through social media, we realized that it was important to highlight this difference.
Arno’s technology helps people gain more free time, leaves their homes cleaner for entertaining and brings friends and families together at the table.
This is how we came up with the perfect concept: “We innovate every day so you can enjoy every second”.
While digital companies isolate and steal precious moments from life, Arno gives them back.
Research
One of the pillars of our research was the work of Jonathan Haidt, who showed how digital technologies have caused harm to mental health and deteriorated social relationships.
Based on this scholar's work, we realized that Arno's competitive advantage had been producing technological products that improved people's quality of life for decades.