After 10 years of their Expect Better campaign it was time for a refresh. The brand still stands for the same things as before; lifestyle leadership, the highest levels of service, and a purpose driven mission, vision and values.

After searching for insights, the NM+U team uncovered the core of what has made BH&G tick for over 100 years… namely that BH&G and its consumers are perpetual dreamers; always dreaming of what’s next in bettering their lives. To go even further, while these dreamers are of all ages, they do fit certain life stages where “what” they are dreaming of changes.