Project Snapshot:
Campaign: M30 R-Series product launch
Audience: CEOs, Operations Directors, Operations Managers and Warehouse Managers across FMCG
Markets: UK, Italy, Germany, Spain and France
Services: Creative strategy, campaign development, video production, photography, script development, motion graphics and post-production
Deliverables: Hero launch film, short-form product explainers, direct mail content and PR photography
Mettler Toledo
Product Launch Campaign
A New Generation of Metal Detection
Mettler Toledo was launching the new M30 R-Series of metal detectors into a market where existing machines could remain in use for decades. The campaign needed to demonstrate why the new technology represented a worthwhile investment, even for customers whose existing equipment was still performing well.
The M30 R-Series needed to appeal to both Mettler Toledo's established premium audience and a broader, more price-conscious market, while reinforcing the brand's reputation for high-quality engineering and innovation.
With full creative ownership of the launch, Bearded Fellows developed an integrated campaign designed to build excitement around the product and provide Mettler Toledo with a suite of assets for its launch, sales and PR activity across five European markets.
Inside the M30 R-Series
The first stage was understanding what made the M30 R-Series worth investing in.
We worked closely with Mettler Toledo's product developers, sales teams and wider global stakeholders to understand the technology, the customer and the operational challenges the machine was designed to solve.
This research gave us a clear understanding of the product's premium features, forward-thinking design and commercial value. Those insights shaped the creative direction, positioning the M30 R-Series as a meaningful step forward in production performance and future-ready technology.
One Product,
Multiple Touchpoints
The campaign was developed as a connected suite of content, giving Mettler Toledo creative assets that could work across different stages of the customer journey.
At the centre was a hero film created for Mettler Toledo's invite-only internal and external launch. We also produced a series of shorter expert-led films explaining the M30 R-Series' key features in greater depth. These gave the sales team useful content for customer conversations and a direct mail campaign.
We also created a library of still photography for PR and online and offline communications, giving Mettler Toledo a consistent visual identity across the wider launch.
This modular approach meant the creative could work across marketing, sales and PR, extending the value of the original campaign beyond launch day.
Designing Around a Moving Target
The M30 R-Series was still being built and tested throughout the creative development process, creating a number of practical challenges for the production.
Close collaboration with the Mettler Toledo team allowed us to understand the machine before it was ready for a conventional shoot. Regular input from product developers and sales teams helped us keep the creative closely aligned with the final product and its technical capabilities.
The physical scale of the machine also presented a few surprises once production began. Careful planning was needed to position and move the equipment within the shoot environment, particularly when creating the polished product imagery required for the campaign.
A Complete Launch Toolkit
Over four months, Bearded Fellows brought together creative strategy, film, photography, motion graphics and expert-led content to create a complete launch campaign for the M30 R-Series.
Alongside the product hero film, we created a flexible launch toolkit that could support the product across its European launch, sales process, direct marketing and PR activity.
By understanding the technology, the audience and the commercial case for upgrading, we created a campaign that gave a highly technical product a stronger creative presence - helping Mettler Toledo introduce the M30 R-Series with the ambition and confidence of a major product launch.
Speak to our creative experts
Looking for a top UK-based creative agency? Let us amplify your brand awareness with captivating storytelling and expertly crafted video and animation.
Contact our team for a free consultation and get your ideas off the ground!