Emeril Cookware for All-Clad
While serving as Senior Product manager with Groupe Seb. I partnered with Emeril and his team as well as the brand’s licensor – Martha Stewart Omnimedia – to refresh the brand. The celebrity cookware trend was cooling off and sales were soft.
The brand strategy was to focus on performance position the products as the kind of quality kitchen tools professional chefs use in their kitchens. To convey this repositioning, we used high-end performance sports cars as a source of inspiration. The packaging and marketing materials featured a woven Kevlar pattern that simulated this high-end performance material. An added benefit was the signature Emeril logo in yellow really stood out against the black background that made it pop at retail and online. Also, the brand’s ties to All-Clad were played up and its logo was featured more prominently.
The second part of the refresh was to reconfigure the product to allow for more promotional dollars to fund a significant Gift with Purchase and additional promotional activity.
The rework saved the business from being dropped by Bed, Bath & Beyond and reinvigorated the brand at Macy’s and independent gourmet retailers.
Scope of work included:
Brand Strategy
Merchandising
Creative Direction
Shopper Marketing