Goal: Establish Delsey as a category leader with N.A. consumers.

Research revealed that consumers felt airline travel had become a ‘drag’ — airport security lines, baggage fees and tedious TSA requirements had turned adventure into drudgery. Enter Delsey’s secret weapon, Helium. While Delsey’s lightweight solution wasn’t unique to the category, competitive leaders like Samsonite and TravelPro had failed to realize the opportunity in using lightweight luggage as a metaphor for consumers’ desire to make travel fun again.

We repositioned the brand under the tagline Travel Light™, stripped our ads of feature-and-benefit rhetoric, and focused creative on playful, whimsical executions. You know - fun. Like travel should be. The result was a powerhouse concept that cemented Delsey as the lightweight luggage leader in N.A. for 15 years and counting.