There's No Comparison

Impulse Labs.

1. Brand Overview

Who They Are

Impulse is a hardware/tech company that is reimaging the stove for the next generation of home cooks. Its flagship product is a high performance, battery powered induction cooktop that is the first of its kind. It brings commercial-grade speed, precision, and portability into your kitchen. Impulse is designed for people who care as much about design and sustainability as they do about performance. Impulse isn't just modernizing the stove; they are liberating it with no gas, no cords, and no compromises. Impulse is currently sitting at the intersection of industrial design, culinary innovation, and clean technology. Giving their users complete control on how they cook. 

Business Objective

Hopefully, this campaign secures a strong increase in preorders, leads via email signups, and drives an increase in earned media placements within top-tier media outlets. Also decreases the cost of customer acquisition. As well as increase brand awareness. 

2. The Challenge

Problem

Impulse is building a category-defining product, but the market doesn’t know it exists yet. People aren’t yet rejecting Impulse, they don’t even know it exists yet. They also still think their options are either gas or electric, the induction top is still unknown to many. To many, the battery-powered induction stovetop sounds either super niche or impossible. Its core challenge isn’t differentiation; it's educating the market about its offerings. 

Why It Matters

If Impulse doesn’t break into the conversation, they risk being misunderstood as a novelty item or a luxury item instead of a massive game-changer in the at-home cooking movement. Without urgency, an increase in preorders, media coverage. Impulse will get labeled as another gadget, not a change in the system. Also, without education, consumers will fall back to what they know. If Impulse can sell the footing of cooking now, they won't just sell units, they’ll own the story. 

3. Audience

Who They Are

Impulse’s early adopters are not just tech-savvy but also taste-savvy. They live in cities or suburbs that have been recently built or renovated. They consume content that shows cooking, technology, and new exciting projects, and follow brands like Tesla. They are aged between 30-60, sustainability-minded but not fully greenwashed. Also, they are tech-forward with a preference for products that have function and feel intentional and beautiful. They don’t chase trends, they want products that align with their values. 

What They Want

These customers want control over the pieces within their home, they don’t want the cheap stovetops landlords install. They want freedom to choose products that go in their homes and design on their terms. They want to be a part of the next big thing, not to impress but to be on the right side of a cultural, historical, technological shift. This audience is not motivated by notoriety but by conviction. If Impulse feels like a shortcut to a better design, smarter living, and a cleaner planet, they will commit. 

4. Insight

Core Human Truth

People want better tools that make them feel like they are living in the future / ahead of the curve. This group usually sees the trend coming and is not interested in playing catch-up with culture, climate, and design. They want to be known for making the smarter, cleaner, cooler move before it was ‘popular’.  Modern living is still full of legacy systems, which most people don’t want to wait for, but are stuck due to policy or landlords lagging; they want the tools that let them opt out now. Impulse gives its customers the freedom to ‘unplug’ and upgrade whenever they want. 

Supporting Signals

In recent years, there has been an increase in social media content that discusses the downsides of gas stoves and posts mocking landlords for installing the cheapest possible coil stove top. Posts that have gained traction include accounts that showcase minimalists' kitchens where aesthetics matter more than brand names.  There are also many forums discussing items that people want to buy for life, as they begin to prioritize durability over trends. Several areas have also begun to ban the gas stove in new buildings, like NYC and Berkeley. This forces people to look for cleaner alternatives that are faster and cleaner than the traditional gas stove. 

5. Strategy

Strategic Platform

This campaign is to educate customers without making it feel like a lesson through product and values alignment rather than hype. Impulse was built to change the category and show up in the world with a bold, design-driven, and future-forward product. The Impulse was designed for forward thinks with no cord, no clunky dials/knobs, little noise that enables users to cook where they want how they want. Also, shift the product perception from just a niche product to a necessary upgrade. 

Strategic Rationale

The company's core problem isn’t competition but comprehension; they must educate an entire market through the brand's identity and value adds rather than expansion. This audience doesn’t need to be convinced by the product's specs but by its value and design. Impulse resolves the performance vs sustainability argument as they offer both at high levels. Impulse aligns with policy tailwinds as the better alternative, not the consolation prize. Its battery-powered angle then becomes a strong value add rather than just a tech gimmick for luxury buyers. 

6. Campaign Expression

Tagline or Headline

The Most Powerful and Precise Stove Ever Made // Engineered for Quality and Reliability // Next Level Precision // There's No Comparison // Hotter Faster // Perfect Results, Every Time // Intuitive Interface // Active Temperature Control // Power, Redefined. // The Future, Unplugged

Key Message

The audience should think and feel like they don’t need a gas line connected to their home, and they don't need to compromise. They can cook where they want with clean power and zero friction. Impulse wants the audience to feel like they are in the future, empowered, curious, and proud to be early. We hope they sign up, preorder, and share Impulse with their friends. 

Creative Executions

• OOH - Billboards, Magazines

• Demo’s - Popups, CES, and Design shows. Minimal booths that showcase the product and the product alone. 

• YouTube - Cooking videos from people's favorite food influencers 

• Short Form Content - UGC creators showing off the Impulse

• Video Teasers - Movie trailer-like videos that showcase the Impulse 

7. Success Metrics

How We’ll Measure Impact

• Increase in brand awareness, pre-orders, qualified “leads”

• Increase media placements organically and inorganically

• Decrease the cost of customer acquisition 

• Improve customer perception of induction tops

8. Creative