• by Sarah Mahoney , 6 hours ago

Ever had dreams about perfectly toasted bagels or a coffee maker that reads your mind? Cuisinart’s new “Dreams,” from Fallon, dives straight into that fantasy — turning countertop staples into the stars of a perfectly portioned dreamscape.

The company says the effort represents its largest media investment ever, building on “A Work of Cuisinart,” launched last year, but shifting the focus from the joy of cooking to the joy of kitchens.

Ads feature the company’s latest and most innovative products, including a coffee maker that can go from grinding beans to a single cup serving in no time, a speedy ice cream maker that enables your inner food chemist, as well as skillets, toasters, and a next-generation waffle maker.

And while the Conair-owned Cuisinart is known as a prestige brand, the company says it also draws on the insight that consumers are looking to spend less on dining out, and that 93% of those in its research say they intend to spend more time in the coming year cooking at home.

“Cuisinart is deepening its connection with modern, young consumers who represent nearly two-thirds of all kitchen product purchases and value high-quality kitchen products that elevate their cooking experience,” said Thales Soares, vice president of marketing, in the press release. “This new campaign positions Cuisinart as the go-to brand for this influential audience, while showcasing the essence of what the brand stands for: inspiring people to cook great food with the way it looks, the way it cooks, and the joy it creates.” 

The ads, set to Roy Orbison’s classic “In Dreams,” are running in cinemas, on TV, CTV, digital and social media, as well as out-of-home.

Rival KitchenAid, owned by Whirlpool Corp., is also getting ready for the holidays. It recently launched an expanded collection in Porcelain White, building on a demand for warmer, more welcoming tones.