Defending a Category Leadership Position
Despite having created the slow cooker category, the Crock-Pot brand was losing its leadership position to increased competition. Like other category originators such as Kleenex and Band-Aid, Crock-Pot had become a generic category name rather than a trailblazing brand.
Guided by consumer psychographics, we instituted a new brand positioning, “Healthful, modern living.” This drove the brand redesign, resulting in a fresh architecture with distinct segmentation for the 100+ SKUs and product lines. In 2014, Jarden Consumer Solutions sold 4.4 million Crock-Pots, up from 3.2 million in 2005. Following the success of the Crock-Pot redesign, we revitalized the branding and packaging for Mr. Coffee, Oster, Bionaire and others within the Jarden Consumer Solutions portfolio.
Photography & Illustrations