KitchenAid: 10,000 Cupcakes, One Great Cause

Whirlpool-owned home appliance brand KitchenAid refreshed its Cook for the Cure partnership with breast-cancer organization Susan G Komen through a campaign that encouraged consumers to bake cupcakes.

Campaign details

Brand: KitchenAidBrand owner: WhirlpoolAgency: CatapultCountry: USA

Executive summary

Whirlpool's KitchenAid launched a cause campaign for breast cancer that didn't ask for money, but instead asked consumers to bake cupcakes. The campaign, in partnership with Susan G. Komen, drove brand awareness, connected retailers with consumers, maintained a strong in-store presence, and caused a significant sales lift.

Going into 2015, KitchenAid, a product of the Whirlpool Corporation, a long-time American multinational manufacturer of appliances, had only 2% share of the major appliance category vs. top competitors Samsung (12%) and LG (11%). KitchenAid was...

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