Announcing a New Product Category at Target
In the fall of 2011, Calphalon engineered a new product line of kitchen utensils, gadgets and accessories. These were created especially for Target under the existing Target/Calphalon co-brand: “KitchenEssentials from Calphalon.” It included several utenisl sets and open stock pieces, all to tying into the established Calphalon brand story.
Targeting Wedding Registries
As part of the launch initiative, I created several email proposals for the the Target.com creative team. These were made to provide guidance so that the team could launch content that followed the Calphalon branding standards. The emails were sent for their main housewares email list and bridal registry program email list. These particular emails were targeted toward the Bride and appealing to her desire to set up her Dream Kitchen. Bridal registries accounted for 30% of Calphalon’s seasonal revenue.
Photo Editing For Visual Impact
Working on a limited budget, I wanted to create something very visual to appeal to the Bride that would convince her to register for Calphalon utensils. Since we were limited on photography, each email is a collage of 3 or 4 different lifestyle images from the company’s branding repository. I seamlessly Photoshopped them together so they represented a fully-stocked, trendy kitchen. I also wanted to have clear call-to-actions so the view of email would know immediately where to go and register for Calphalon kitchen items. The main link would go to the store front landing page for KitchenEssentials from Calphalon, and the grid of items below would each point to the item product listing at Target.com.