Thanks to the coherent brand strategy “Powerflame makes fire safer” and a campaign that hit all of the right notes, Powerflame was able to rewrite the rules for this very niche market within just a few months and convince both consumers and retailers of the superior quality of its products. Powerflame had a spectacular start by not only offsetting its winter sales figures with its successful range of fondue fuels, but also achieving double-digit growth for the Düring lighter fluid business overall.