The Coconut

Background

In late 2012, Nexans launched a new generation of one-kilowatt cables.

Until then, these cables had been hard to open and work with. Sometimes, electricians even got hurt.

The strategy was to address the 204 managers of cable wholesale companies who, between them, were the gate- keepers to a market worth two billion Swedish kronor, and drive them online to get the full specifications.

These were very rational people who would need convincing that the new cable delivered all that Nexans promised.