Calphalon

To evolve Calphalon (international maker of high end cookware products company) from a manufacturing brand to a lifestyle brand that matters to her, we first asked "Where's the sauce?" Where was the deliciousness, the visceral-ness, the passion? We knew the answer was at the heart of Calphalon's W45+ customer base, so we designed a content strategy based on her unique culinary enthusiasm and her specific interests. The result? Rich, relevant tools, tips, articles, recipes, registries, demos and product finders that facilitated dialogue in ways that were relevant to her, drove purchase behavior with retailers targeting her, and elevated the product as hero and the brand as advocate for kitchen goddesses everywhere.