At 50, CorningWare Reaches For A Younger Gal

Corning WareIt's not your mother's CorningWare. That's not the tagline, but it is the message being sent to young women between the ages of 25 and 34 who are settling down, nesting up and ready to wine and dine their friends.

The Rosemont, Ill.-based World Kitchen--which manufactures and distributes CorningWare as well as Corelle, Pyrex, Chicago Cutlery, Revere, Bakers Secret and Ecko--is celebrating its golden anniversary by touting SimplyLite glass bakeware, which is 50% lighter than the stuff in your kitchen cabinets.

In its first new campaign in four years--from Cramer-Krasselt/ Milwaukee--the mix of TV, print and online captures dream-like scenes from a barbecue, dinner party and cocktail party where party guests--food and dishes included--seem to defy gravity.

Television commercials, which began airing last week, will appear on The CW, E!, Food Network and VH1, and print will appear in the September, October and November issues of The Nest, Domino, Everyday with Rachael Ray and Everyday Food.



Courtney Marsala, brand manager for CorningWare, says the brand is reaching out to the newly married, newly engaged--"those who are registering for CorningWare. We do a huge bridal business, and we want to remind consumers that CorningWare has been around for 50 years and now we've got something new and different." Marsala says the brand received high ad recall results in focus groups. Whereas 23% is the benchmark, she says, CorningWare got a 34% related recall score, and more than half--52%--were persuaded to buy the product. A solid three-quarters, she says, "got the main idea of the lightweight thing immediately."

A strong online presence will include interactive online banners and an partnership around "Pot Luck"-themed online invitations. will also deliver an invitation for a sneak peak of exclusive scenes from the final episode of ABC Family's "Greek" on Invites will be sent to CorningWare consumers and members.

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