KitchenAid
Year
2018-2024
Project Type
Annual Global Color Launch
Deliverables
- Contribute to ideation
- Teaser Landing Page
- Launch Landing Experience
- .com extensions
- Social Ideation
- Article Content
Team
- Lead: WoW Brand Team
- US Execution Lead by:
- CD: Chelsey Dever (Sharpe)
- ACD, Design: Agnes Skrabacz
- ACD, Copy: Melissa Redder
- Design: Brittany Keck
- Copy: Kristi Struck
Sparking an emotional connection to color.
Color has been at the heart of KitchenAid brand’s success story since it first launched color products in 1955. The annual global Color of the Year is an opportunity to connect with our audience on an emotional level, inspire creativity and open up new possibilities. A new color is carefully selected based on relevant trends, and featured on our Stand Mixer and Blender.
The intent of this launch is to further establish the brand as a color leader and drive brand meaning through social sentiment at a specific moment in time. We have launched this in collaboration with the brand team (WoW) for the past 6 years that includes social posts, digital ads, a landing experience, .com extensions, organic article content creation, etc.
DEEP DIVE—2023 COLOR OF THE YEAR
The Hibiscus Collection at NYFW
This year, KitchenAid brand upped the ante and transformed the Color of the Year into a fusion of inspired fashion, color and products that draws people in—and ever closer together. The shapes, textures and colors of the iconic stand mixer and blender captured the imagination of in-demand designer Marta Del Rio.
Designed by Marta Del Rio (lead), Tia Adeola, Tara Babylon, Bach Mai, ManMadeSkins & Wiederhoeft in partnership with KitchenAid brand.
Inspired by the vivid, captivating and lush stand mixer and blender in Hibiscus, Del Rio and her team of hand-picked designers have brought Hibiscus to life in style to kick off New York Fashion Week—with an artful, innovative capsule collection. And that called for a venue—a stage as captivating as Hibiscus itself—the Iron23 event space in the heart of the Flatiron District.
Marta Del Rio x KitchenAid at New York Fashion Week Photo Credit: Slaven Vlasic/Getty Images for Kitchen Aid
NYFW Launch Extensions
NYFW timing with our launch made for a perfect generation of media buzz from different networks–FLAUNT, Complex, New York Post, PAPER Magazine, etc. This initiative was led by their internal brand team (WoW), with support from cross agency teams to execute the launch.
U.S. Digital Launch Extensions
Beyond NYFW, Color of the Year is a global launch across regions, that include social posts, digital ads, landing experience, .com extensions, organic article content creation, etc. each year. The WoW team executes the Global Playbook and we executed against that for the U.S. launch. Below are some examples of the U.S. executed tactics for 2023.
KITCHENAID BRAND CELEBRATES COLOR & DESIGN
This article tells the story and collaboration that went into the Hibiscus Collection with KitchenAid X Marta Del Rio. This was written by our internal team, with photography provided by the brand team in collaboration.
KITCHENAID BRAND CELEBRATES COLOR & DESIGN
This article tells the story and collaboration that went into the Hibiscus Collection with KitchenAid X Marta Del Rio. This was written by our internal team, with photography provided by the brand team in collaboration.
COLOR: THE HEART & SOUL OF KITCHENAID
An article telling the story year over year and the power of color to create a mood, an emotion on our inspiration blog. Written and created by our team.
WAYS TO INFUSE HIBISCUS INTO YOUR LIFE
Captivating ways to infuse hibiscus into your dishes, beverages, design and more. Written and created by our team.
TYPES OF SALT & HOW TO USE THEM
Learn how to use this mineral in and out of the kitchen. Written and created by our team.