Thermos
Fresh relevance to an iconic brand
Brand Strategy, Campaign Development, Social & Content Strategy, Web, Advertising
ROLE: Creative Director, Lead Designer
OUTCOME: Renewed relevance with a new generation while reinforcing 120 years of brand trust
Agency: Kindred Creative Group
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As its 120th anniversary approached, Thermos wanted to celebrate its heritage and continued innovation. The challenge was to move beyond familiar, product-focused advertising and connect the brand with the everyday lives of modern families.
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Three campaign directions were presented, with Care. It’s What We Do. selected as the platform. The idea reframed Thermos’s long history of product innovation around a simple human truth: its products help people care for one another. The campaign brought that idea to life through a commercial shoot, digital advertising, motion graphics, and an ambassador program spotlighting people whose actions embody care.
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The selected platform gave Thermos a cohesive story for its 120th anniversary, connecting the brand’s heritage to a more contemporary, human-centered expression. Across video, digital, and social, Care. It’s What We Do. offered a consistent way to show both what Thermos makes and why it matters.
The campaign brought legacy into modern life, positioning product performance within everyday moments of care.
An ambassador program extended the brand’s reach by spotlighting individual stories of service and care.
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