AnolonX
From product launch to brand springboard.
Meyer Corporation is the innovator behind many of the world’s leading cookware brands. As they prepared to introduce their latest culinary breakthrough, they reached out to Ramey to help them capitalize on the branding opportunity.
Meyer was taking their premium Anolon cookware line further upmarket with the addition of AnolonX. This proprietary and revolutionary nonstick cooking surface was not just easy to clean – it actually made food taste better. The first-of-its-kind texture trapped oils and fats to increase flavor and browning while also preventing food from sticking.
This was more than just a product launch. It was a key opportunity to propel the brand’s stature in the culinary space. If done right, the positioning of AnolonX could create a halo to elevate the entire Anolon brand.
To fully reach the potential of Anolon X, we knew our messaging strategy had to win in four key areas:
- Product: Convincingly demonstrate our product superiority
- Consumer: Connect with what really matters to them
- Brand: Honor the Anolon brand while pushing upward
- Retail: Own the sales floor by winning over the Williams Sonoma retail team
The marketing zeroed in on a single, evocative proposition: AnolonX is built for the flavor-obsessed.
Ramey worked with Meyer and the AnolonX team to build out the creative strategy and bring the AnolonX brand to life before it hit the market. Williams-Sonoma believed in the brand, too, signing on for an exclusive launch in their stores and online shop – further building culinary credibility and surpassing Meyer sales goals.
