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one+=' Charbroil had developed a portable gas grill under the Thermos® brand name. The grill, while unique in design and functionality, is priced at almost twice that of the other leading portable grills. Charbroil came to Euro RSCG 4D DRTV with the expectation that the Grill2Go was best positioned as the ideal grill for tailgaters. We needed to overcome seasonality as well as demonstrate the value of a grill that was higher in price than other portable grills and comparable in price to more robust, home grill products. Char-Broil was looking to primarily sell directly over air, but drive retail sales as well. ';
two+='Through secondary research on the grilling marketplace and internal client interviews, Euro RSCG 4D DRTV was able to identify three primary uses (and selling points) for the Grill2Go. The original notion of tailgating was included along with family camping and urban uses of the grill for apartment and condo dwellers. Using the three scenarios, we were able to show the functionality of the product and therefore appeal to a wider audience. Euro RSCG 4D DRTV also created a section that featured the "Grill2Go designer," who effectively demonstrated why this grill is designed and engineered better than other portable grills. ';
two+='Results ';
two+='The program was a runaway hit. In its first two months of airing (in late winter, no less) the show was so successful that Char-Broil temporarily sold out of grills. Now there\'s a problem most marketers wouldn\'t mind having.';
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