Client Calphalon (Atlanta)
PR agency Carmichael Lynch Spong (Minneapolis)
Campaign Easy & Elegant Holiday Brunch
Duration November 18-December 31
When Calphalon's Unison collection debuted in 2009, marketing highlighted the nonstick technology and product benefits. Seeking to update its message in 2010, the team, including AOR Carmichael Lynch Spong, focused on creating an emotional connection with consumers during the holidays.
A holiday brunch theme would "break through the news clutter," enable Calphalon to create an emotional bond with consumers, ...