Develop a brand look and feel that would be different from the current KitchenAid executions, for the launch of a new professional-style KitchenAid stand mixer to be sold exclusively through specialty retail stores.
BTI designed a premium looking launch campaign built around the 'The Ultimate Mix' headline. The product was introduced with trade and consumer brochures along with a complete in-store POP program consisting of a sturdy countertop display unit to house the product and a secondary shelf talker. To further increase product awareness an email blast was executed directing consumers to a branded microsite.
With orders exceeding expectations and the messaging being well received by consumers and the trade, the creative was leveraged for both US and European markets. It was the ultimate launch.