Solderjoint_No2_Magazin - Flipbook - Page 32
#productronica2025
We are ready
for the Future.
Are you?
/// Anke Schneewolf, Director, Brand Activation at
Weller, was there when a bold marketing idea began
to grow into a real movement. Today, she reflects on
the roots of the Future Originals initiative – and looks
ahead to what’s next at productronica:
#FutureOriginals means for us bridging generations
with innovation. The concept was born a few years
ago during a pivotal marketing summit in the US. At
that time, we recognized the need to evolve beyond
the traditional narrative of Weller, a brand fondly
remembered by many for the iconic light blue soldering stations that have served generations of
professionals with unwavering reliability. These
stations, often passed down from fathers and grandfathers, symbolize the enduring quality and trust
associated with Weller.
However, to rejuvenate the brand and connect with a
new generation, we introduced the #FutureOriginals
initiative. This vision aimed to blend our rich heritage
with forward-thinking innovation, ensuring that Weller
remains relevant and inspiring to the creators of
tomorrow. Despite the initial excitement, resource
limitations prevented us from fully realizing this vision.
Today, with a dynamic team of younger employees,
we are reigniting the #FutureOriginals. We believe
that Gen Z, with their unique perspectives and deep
understanding of contemporary trends, are best
positioned to communicate and resonate with their
peers. They know what their generation wants to see,
hear, and experience.
As we prepare for productronica 2025 now, we are
committed to showcasing how #FutureOriginals
embodies the perfect fusion of our storied past and
our ambitious future. This initiative is not just about
products; it’s about creating a legacy that continues
to inspire and innovate for generations to come.
Anke Schneewolf –
Director, Brand Activation Weller
