The Opportunity & Journey
The Canadian Tire Corporation, the manufacturer of Coleman barbecue grills, approached Cooler Solutions to develop a unique product offering in the mature and saturated mass market grilling category. Using ethnography and key insights from grilling enthusiasts and current users, Cooler Solutions discovered deep-seated emotional drivers in this category. The insights, along with key functional needs, guided the design of a new, user-inspired grill.    

Selected Insights & Design Implications

• Igniters do not work and people are using lighters. “It broke the first week I got it. I always use the hand lighter.” Implication: Creation of “never-fail Igniter” with lifetime warranty. 
• Sideburners do not work. “On a windy day, it takes longer and then I still have to move it inside.” Implication: Sealed burner with flame control valve.
• Uneven heat distribution inhibits accurate cooking. “I try and keep in mind where it cooks faster and try and shorten the time for that area.” Implication: New heat distribution system and branding.

The Results
With new functional components and an enhanced design that delivered even heat distribution, reliability, and durability, Canadian Tire launched the new barbecue grill under the Coleman brand as the Coleman Even Heat Grill in 2010. Grill sales skyrocketed, substantially surpassing expectations, with line extensions in 2011 selling out just weeks into the grill purchasing season. Awarded the 2011 International Good Design Award, the grill continues to enjoy tremendous consumer reception and success in the Canadian marketplace.
 
Customer Quote
“Their design innovation process helped capture, distil and validate the consumer perspectives, attitudes and values around our product. For example, customers didn’t want a grill cluttered with redundant features. Barbequing is all about simplicity and the grill should reflect that.”  – Canadian Tire Brand Attributes Manager