How do you position a brand in a market that is already saturated? Smaac decided to place the brand on position 2 by means of claiming there was ONLY one better brand. Miele already communicates that there is no one better for years. Smaac chose the pay-off for Pelgrim, “There is only one better”. This way you position your brand directly on the second position in the market, a position that is never competed for but is a topposition to be on.