Reclaiming leadership in LED filament lights for PHILIPS
Reclaiming leadership in LED filament lights
After years of neglecting the filament category, it was time for a new vision and product management.
Originated as a “me-too OEM” project, we rephrased the question and ambition, and together with the global team we re-aligned the business-plan and effort.
Working with the teams in both Shanghai and Europe, we set a new vision and were rewarded with a great market reception plus amazing recognition at red-dot for our “beyond modern zen” version.
Innovation tool
Portfolio Mapping
Through portfolio mapping with a cross-disciplinary team, PHILIPS lighting saw the need to expand into the iconic, taking back leadership in a neglected market.
A new strategy was needed
A new strategy beyond the current brief was needed to stand out and reclaim leadership. With a thorough follow-up at the factories and suppliers to make the vision come to life.
Beyond the brief, into the iconic!
Besides the known vintage filament, we wanted to reach the next-generation of leadership PHILIPS is know of.
Therefor we re-envisioned a modern reinterpretation as an even more iconic approach.
