• by Karl Greenberg , July 20, 2007

Glass dinnerware maker Corelle, a division of Greencastle, Penn.-based World Kitchen, LLC, is launching a raft of print ads by the Milwaukee, Wis., office of Cramer-Krasselt.

The new ads, with the tagline "Beautiful under the harshest conditions," touts the dishes as both break-resistant and fashionable.

In the ads, the plates are displayed in harsh environments like a coral reef, a sand desert, a bed of rocks and buried beneath thorns in a rosebush.

Text reads: "Many plates look good until knives, forks and rough handling damage their appearance," and touts Corelle glass dinnerware as break-, chip-, and scratch-resistant.

The campaign for Corelle, which was originally developed by Corning Glass Works, breaks this summer in publications that include Blueprint, Domino, Elle Décor, Essence, Everyday with Rachael Ray, Glamour, InStyle, InStyle Home, Latina Magazine, People en Español and Redbook.

The new print is an evolution of the agency's brand campaign that bowed last year. That campaign used the tag, "Every style has its strength," with Corelle place settings juxtaposed with things like barbed wire and sandpaper that would destroy ordinary dinnerware.