• April 25, 2007

Pyrex is launching a print and Internet campaign with a "Perform Better in the Kitchen" tagline, using acrobats to demonstrate benefits of Pyrex' Accents Collection products. The effort, via Cramer-Krasselt, Milwaukee, demonstrates the product line's wide handles and non-slip silicone grips and bottoms on cookware. Three print ads feature silhouettes of acrobats performing stunts.

One, called "Don't Slip," shows an acrobat doing a one-armed handstand on a measuring cup. Another shows an acrobat balanced on one leg standing on another's back, while pouring liquid from a teardrop-shaped bowl into an inverted funnel. The ads will begin running in the June editions of consumer and bridal publications including Martha Stewart's Blueprint, Glamour, Marie Claire, Brides, Modern Bride and InStyle Weddings.

An online banner campaign that breaks this week on sites including TheKnot.com and WeddingChannel.com includes an "add to registry" function for brides-to-be.

Cramer-Krasselt said in a release that it will be leading the advertising efforts on several new campaigns for World Kitchen bake ware, dinnerware and cookware brands including Corelle and CorningWare this year.

--Karl Greenberg