KitchenAid: Make to stand out

KitchenAid Stand Mixer created the multi-market Make To Stand Out campaign to build brand power and consideration and drive sales.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

After being a kitchen staple for generations, KitchenAid Stand Mixers were facing tougher competition. With other appliances claiming to be "the next greatest thing", air fryers and pressure cookers were taking center stage instead. A data-driven approach to understanding the barriers revealed that in the kitchen consumers want appliances that help make everyday mealsa little more exciting, and get them some recognition and appreciation in return. Whereas stand mixers were typically thought of for holidays and special occasions. To revitalize category interest and embed more brand meaning...

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