The Summary
The Situation
As consumer demand rose for products that bring ease and control to everyday living, grilling remained defined by trade-offs – no brand had yet delivered ease, control and flavor together. Recognizing this gap, Char-Broil saw electric power as uniquely positioned to reconcile all three.
The Problem
Electric grilling was widely perceived as a compromise—dismissed as a glorified George Foreman rather than a legitimate way to grill. At the same time, extending the Char-Broil brand into electric had shown limited ability to shift that perception or reach new, more modern audiences.
The Strategy
Brand Pillar #1
Electric precision that elevates.
Brand Attribute: Current sets and holds exact temperature levels across multiple cooking zones, from start to finish.
Message: Exactly the temperature you want. Exactly the meal you crave.
Audience Benefit: Grilling feels intentional and reliable, producing excellent results cooks can trust every time.
The Solution
Rather than extending an existing grilling brand, Char-Broil launched Current as a standalone electric grilling brand — built from the ground up to apply electric power as an upgrade, not a compromise. By pairing precise, connected control with flavor-forward engineering and a modular system designed for flexibility, Current redefined what electric grilling could deliver.
Our audience
We’re for those who believe technology can make grilling simpler, more effective and more enjoyable.
The apathy we overcome
Electric grilling doesn’t feel — or taste — like the real thing.
Our brand belief
Electric power doesn’t diminish what’s possible on the grill — it amplifies it.
Our brand purpose
To help people cook outdoors with confidence, freedom and joy.
Our driving differentiator
We make electric grilling an upgrade.
Precise temperature control, dual cooking zones and connected controls define a more refined way of grilling.
The Result
Brand Pillar #2
Flavor, amplified.
Brand Attribute: Current’s Dynamic Flavor Technology captures and vaporizes juices as food cooks, returning flavor back into the food without flare-ups.
Message: With juicier results than gas grilling, Current doesn’t mute flavor — it enhances it.
Audience Benefit: Food tastes deeply satisfying and worthy of pride, whether it’s shared with others or enjoyed solo.
The Impact
Current entered the electric grilling market as a fully differentiated brand, earning recognition as a 2024 CES (Consumer Electronics Show) Innovation Awards Honoree. More importantly, customers praised both the grilling experience and performance – validating a shift in how electric grilling is perceived.
Brand Pillar #3
Freedom to be you at the grill.
Brand Attribute: Current’s modular design allows cooks to configure the grill with add-ons like pop-out prep space and accessories that adapt to different cooking needs.
Message: We make grilling work your way.
Audience Benefit: Grilling creative, accommodating and enjoyable, opening the door to more dishes, more people and more moments outdoors.
