A venerable brand re-connects with women.

When this American manufacturer of dinnerware asked us for a new brand campaign, we stood up and laughed. Why? The category work pinned to the wall was so amazingly and uniformly out of touch with the lives of women. Dinnerware as the fulfillment of her fantasies? Really? Our clients at Pfaltzgraff laughed, too. The incongruity had never occurred to them as dinnerware had customarily been positioned like that. That’s simply not her. As an agency that marketed to women, we knew that if and when she could get her busy family or significant others around a table, she wants to be reasonably proud of the setting and then boom, into the dishwasher. We helped Pfaltzgraff realize where they fit into her life. Hard to believe now, but the work scandalized the trade with its honesty and by showing a broken dish. No one had ever done that in the dinnerware business. The campaign connected with women, made Martha Stewart magazine nervous, gained national press and helped to create a best-selling pattern.

Print | Collateral | POS | OOH