Revitalising the Baxi core boiler range: A bold reintroduction for installers
As the demand for competitive, reliable heating solutions grows, maintaining market share is more important than ever. In 2024, Baxi set its sights on capturing a larger share of the market with a renewed focus on its core boiler range. Building on a legacy of trusted products and strong installer loyalty, Baxi saw an opportunity to bring the range back into the spotlight. The solution? A bold, attention-grabbing campaign designed to re-energise the product line and deeply engage installers with a compelling offer.
Engaging Installers
The reintroduction campaign focused on the ease of installation and familiarity the Combi 400 2.1 would bring to installers —emphasising that all Baxi boilers were now UK-made, enhancing trust and brand loyalty.
Empowering the sales team
To support the sales team, they were equipped with high-quality product visuals and key selling points, allowing them to better communicate the benefits of the new range to installers. The product renders, in particular, provided a powerful tool, giving teams flexibility in showing off the product’s features across multiple platforms.
The core range has always been important to us, and with this relaunch, we’ve taken it to the next level. The campaign Michon delivered has re-energised the product line, and the installer feedback has been fantastic.
Residential Trade Marketing Manager, Baxi
Driving Results: Cashback with bold impact
Central to the campaign’s success was the uncapped cashback offer, which provided a clear financial incentive for installers. With the potential to earn up to £3,000 for installing 30 boilers, this offer captured attention across the market, creating excitement during the busy Q4 heating season.
The creative for this campaign was designed to be bold and impactful, ensuring the cashback message was front and centre. Using bright, eye-catching colours from the secondary palette, and utilising the latest AI tools to generate and craft the dynamic 3D messaging, it was unmissable. Bold straplines helped communicate both the product benefits and the financial rewards, making it easy for installers to understand the value Baxi was offering.
Collaborative success
This campaign showcased the power of collaboration, with teams across product development, sales, and creative working closely to reintroduce the core range with maximum impact. Baxi’s commitment to supporting their installer network was clear, offering not just financial rewards but an improved product lineup that responded to their needs and market trends.
Looking ahead
With the success of this relaunch campaign, Baxi is well-positioned to achieve its market share target for 2025. By continuing to focus on product consistency, installer engagement, and creative promotions, Baxi are demonstrating they are competitive and highly relevant in the heating solutions market.
The cashback offer gave us the momentum we needed during the heating season, and we’re looking forward to reaching our growth targets.
Residential Trade Marketing Manager, Baxi