Creative Director, Copy
Creative Director, Copy
For the KitchenAid Maker target, cooking is a passion - but clean up is a chore. While other appliances inspire creativity, dishwashers are associated with the dread of dealing with the messy aftermath of lots of dishes used in their endeavors and may stifle makers’ ambitions.
Dishwasher shopping is equally uninspiring. In-store, there’s a sea of stainless steel sameness, technical claims and overall lack of appeal for creative cooks. We transformed the experience by bringing our breakthrough third rack outside the dishwasher, loading the dishwasher with real dishes including an iconic KitchenAid mixer bowl, adding a QR activated mobile video featuring user reviews and creating a category-defying collection of food-focused product videos and social media content that turned loading possibilities into cooking possibilities, differentiating KitchenAid as the brand made for makers.
The campaign cleaned up at retail - with record-setting retailer participation at 16,000 stores; boosting sales 12% on the top model; and reclaiming #1 selling dishwasher status one month after POS hit the shelves. Plus the work was recognized with a 2021 Gold Reggie Award and two 2021 ANA In House Creative Excellence Awards.
Agency: Whirlpool Creative Studios In-House
Role: Creative Director
Partner: Tim Whitney, Goforlaunch