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Commercial
"...it's a Thermos"
Thermos is an iconic name in insulated drinkware.. but their brand perception had begun to feel limited. Most people still equated the name with just one product: the classic stainless-steel bottle. In truth, Thermos makes a wide range of products.. from food containers and coolers to tumblers and hydration gear.. but that breadth wasn’t showing in the market the way it should. We partnered with Thermos to create a repositioning commercial that not only reinvigorated the brand but expanded what people think of when they hear the name.
Meet the Client
Thermos has been part of everyday moments for over 100 years. From morning coffee to beach days and family outings, their products are built to show up wherever life happens.
Mapping the Challenge
Thermos faced a perception gap:
Consumers knew the name, but only as one thing — a water bottle. That limited awareness made it harder to drive interest across their diverse product lineup. Thermos needed a campaign that would:
- Elevate brand relevance beyond a single category
- Demonstrate product use in authentic, relatable settings
- Reinforce that every product is part of the same trusted Thermos family
They weren’t just selling bottles — they were selling experiences, convenience, durability, and versatility. But the story wasn’t being told.
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Production
To demonstrate the full breadth of Thermos products, we developed a concept rooted in real-world usage. The backbone of the creative became the line:
“…it’s a Thermos.”
Simple. Familiar. Believable.
We chose 5 diverse locations that naturally aligned with Thermos product use cases:
- Mt. Laguna: Early mornings, rugged terrain, and hot coffee
- Mission Bay: Chill ocean vibes and cold drinks
- South Park: City strolls and everyday carry
- The Launch: On-the-go energy and active lifestyles
- Santee: Outdoor adventures and family outings
At each stop, we worked with 6 distinct characters — real people with authentic routines — each showcasing different Thermos products in action. From coolers and insulated food jars to tumblers and hydration bottles, the visuals showed how people actually use Thermos gear — not just how it looks.
With diverse environments and personalities, we created a narrative that didn’t feel staged — it felt lived in.
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Media in Motion
The final commercial repositioned Thermos in the minds of viewers as more than a single product.. it became a lifestyle brand with a purpose. By capturing real use cases across varied settings, we:
- Showed the full range of Thermos products in authentic environments
- Strengthened brand association with everyday life and adventure
- Delivered a memorable, repeatable line that tied everything together
“…it’s a thermos.” became both a recognition point and a brand truth.. and audiences saw Thermos in a whole new light.
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Client
Thermos
Location
San Diego, CA
Agency
Style
Live-Action
Placement
Web, Amazon, Paid Social
Client
Thermos
Location
San Diego, CA
Agency
Style
Live-Action
Placement
Web, Amazon, Paid Social
