Team: Lisa Ervin: Web Banner Designer, Email Designer, Product Landing Page Designer; Art Directors: Jessica Hiller and Yolanda Manns; Marketing: Crystal Ivey, Mia VanDyne, Jordyn Kiser
Target Audience: The primary audience is Calphalon’s “fancy foodies” who are interested in better tier product.  The secondary audience is what Calphalon’s “young aspirationals” who are are shopping at a lower price point. In bound traffic for the launch would come from Social, Youtube, tv/digital ads and Calphalon’s website, internal emails and home page banner, marketing emails, and SMS.
Objective: Calphalon’s goal was to relaunch its Calphalon Nonstick segment by introducing two new coatings - Aquashield and Mineralshield. Aquashield (good tier) visuals were to highlight the superior nonstick release while the MIneralshield (better tier) communication needed to highlight superior nonstick durability.
Development & Results:
Each customer experience designed - web banners, emails, landing page—educates consumers and displays the new coatings with innovative graphics. Content explains how it will improve their cooking experience and outperform competitors in the marketplace while the dynamic design creates clear paths to purchase.